Category
Lifestyle
Assisted Choices
Trend cluster
Category
Unplugged
Kinship
Brands marketing to families place the spotlight on digital disconnect.
4.0
Trend score
Trend
What is the Unplugged Kinship trend?
Unplugged Kinship: Constant connection is often seen as something that detracts from time shared between family members. In response, modern marketing strategies are exploring a new direction wherein technology is demonized. By playing up a romantic notion of what families were like "pre-technology," brands can build trust with family-oriented consumers.
Trend themes
Themes within the Unplugged Kinship trend
Three behaviours holding the trend together01
Digital Detox
Brands are intentionally creating devices and programs to promote disconnection from technology while promoting familial bonding.
02
Anti-Tech Messaging
Companies are promoting the disassociation from technology as an important aspect of modern-day connections.
03
Value-Based Marketing
Marketing strategies are shifting towards value-based messaging that stresses the importance of human connection and family time over technology.
Industry implications
What the Unplugged Kinship trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and resorts can benefit from promoting features that allow guests to disconnect from technology and encourage family bonding activities.
For
Technology
Technology companies can create anti-tech devices and programs that help individuals promote disconnection from their devices, leading to more human interaction and family time.
For
Food and Beverage
Restaurants can encourage unplugging during meals and promote bonding by creating fun challenges that reward families for staying off technology during their meal.
Workshop question
What counter-trend could you leverage to create a more authentic brand image?
Trend signals
Trend signals for Unplugged Kinship
Trend score 4.0 out of 10, from popularity 71%, activity 41%, freshness 8%.
Popularity71%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Unplugged Kinship trend
6 featured examples from Jun 5, 2014 to Mar 2, 2016CategoryMarketing
Anti-Tech Dinner Challenges
The Cell Phone Coop Challenge Encourages Diners to Put the Phone Down
Fast food restaurants can implement similar initiatives to promote family-friendly dining experiences and stand out from the competition.
CategoryArt & Design
Anti-Technology Pepper Mills
Dolmio's Pepper Hacker Encourages Quality Family Time at Dinner
The industry of kitchen appliances that are designed to provide additional functionality and enhance the dining experience.
CategoryTech
Anti-Distraction Phone Stations
Ned the Phone Docking Station Encourages Familial Bonding
Opportunity for designing phone docking stations and other accessories that promote mindful phone usage and enhance interpersonal relationships.
CategoryMarketing
Technology Respite Commercials
Massage Envy Urges People to 'Unplug More Often' with a Membership
Opportunity for spa and wellness centers to offer dedicated digital detox programs.
CategoryMarketing
Rejuvinating Travel Commercials
Florida Wants People to Visit in Order to 'Unplug and Reconnect'
Travel companies can develop campaigns that promote unique off-the-grid experiences and family-oriented packages to draw in travelers looking to disconnect from technology and cre…
CategoryTech
Festive Anti-Tech Ads
Telus' Phone Commercial Urges People to Unplug This Holiday Season
Telus' commercial challenges the traditional sales approach of promoting devices and instead focuses on valuing family time.
