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Unplugged Kinship

Brands marketing to families place the spotlight on digital disconnect

Implications - 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.
Workshop Question - What counter-trend could you leverage to create a more authentic brand image?
Trend Themes
1. Digital Detox - Brands are intentionally creating devices and programs to promote disconnection from technology while promoting familial bonding.
2. Anti-tech Messaging - Companies are promoting the disassociation from technology as an important aspect of modern-day connections.
3. 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
1. Hospitality - Hotels and resorts can benefit from promoting features that allow guests to disconnect from technology and encourage family bonding activities.
2. 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.
3. 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.
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 46 Examples:
221,663 Total Clicks
Date Range:
Jun 14 — Mar 16
Trending:
Average

Featured Examples

Anti-Tech Dinner Challenges
Anti-Tech Dinner Challenges
The Cell Phone Coop Challenge Encourages Diners to Put the Phone Down
Chick-fil-A’s ‘Cell Phone Coop Challenge’ is a unique initiative designed to help families spend more quality time together. While most fast food restaurants are focused on quick... MORE
play_circle_filled Anti-Technology Pepper Mills
Anti-Technology Pepper Mills
Dolmio's Pepper Hacker Encourages Quality Family Time at Dinner
In addition to providing seasoning, this unique pepper mill from Dolmio also serves up some much-needed respite to the constant bombardment that comes from TVs, smartphones, tablets, smart speakers... MORE
play_circle_filled Anti-Distraction Phone Stations
Anti-Distraction Phone Stations
Ned the Phone Docking Station Encourages Familial Bonding
Ned is a phone docking station that’s quite unlike any other, designed to encourage bonding at home, instead of constantly being attached to your phone. Ned, which stands for “No... MORE
Technology Respite Commercials
Technology Respite Commercials
Massage Envy Urges People to 'Unplug More Often' with a Membership
Just as getting a massage is about connecting with your body, it’s also an important time to disconnect from other distractions like technology—as Massage Envy points out in its ‘... MORE
Rejuvinating Travel Commercials
Rejuvinating Travel Commercials
Florida Wants People to Visit in Order to 'Unplug and Reconnect'
Sun, sand and the promise of warm weather are just a few of the many things that naturally draw people to a tropical paradise, so Discover The Palm Beaches’ ‘Unplug and Reconnect’... MORE
play_circle_filled Festive Anti-Tech Ads
Festive Anti-Tech Ads
Telus' Phone Commercial Urges People to Unplug This Holiday Season
Rather than promoting its devices as something that you must have for the holiday season and can’t live without, this phone commercial from Telus advises that unplugging for the season to... MORE

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