# Unplugged Kinship Brands marketing to families place the spotlight on digital disconnect. By [Jordy E](https://www.trendhunter.com/JordyEleni) | Published Sep 1, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/unplugged-kinship ## Key Figures - Trend score: 4.0/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 5, 2014 to Mar 2, 2016 - Published: Sep 1, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Unplugged Kinship trend ### Digital Detox Brands are intentionally creating devices and programs to promote disconnection from technology while promoting familial bonding. ### Anti-Tech Messaging Companies are promoting the disassociation from technology as an important aspect of modern-day connections. ### Value-Based Marketing Marketing strategies are shifting towards value-based messaging that stresses the importance of human connection and family time over technology. ## What the Unplugged Kinship trend means for industry ### For 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 for Unplugged Kinship Trend score 4.0 out of 10, from popularity 71%, activity 41%, freshness 8%. - Popularity: 71% - Activity: 41% - Freshness: 8% ## Examples of the Unplugged Kinship trend 6 featured examples from Jun 5, 2014 to Mar 2, 2016. - [Anti-Tech Dinner Challenges](https://www.trendhunter.com/trends/cell-phone-coop-challenge): The Cell Phone Coop Challenge Encourages Diners to Put the Phone Down (Category: Marketing) Implication: Fast food restaurants can implement similar initiatives to promote family-friendly dining experiences and stand out from the competition. - [Anti-Technology Pepper Mills](https://www.trendhunter.com/trends/pepper-mill): Dolmio's Pepper Hacker Encourages Quality Family Time at Dinner (Category: Art & Design) Implication: The industry of kitchen appliances that are designed to provide additional functionality and enhance the dining experience. - [Anti-Distraction Phone Stations](https://www.trendhunter.com/trends/phone-docking-station): Ned the Phone Docking Station Encourages Familial Bonding (Category: Tech) Implication: Opportunity for designing phone docking stations and other accessories that promote mindful phone usage and enhance interpersonal relationships. - [Technology Respite Commercials](https://www.trendhunter.com/trends/massage-envy): Massage Envy Urges People to 'Unplug More Often' with a Membership (Category: Marketing) Implication: Opportunity for spa and wellness centers to offer dedicated digital detox programs. - [Rejuvinating Travel Commercials](https://www.trendhunter.com/trends/unplug-and-reconnect): Florida Wants People to Visit in Order to 'Unplug and Reconnect' (Category: Marketing) Implication: 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… - [Festive Anti-Tech Ads](https://www.trendhunter.com/trends/phone-commercial): Telus' Phone Commercial Urges People to Unplug This Holiday Season (Category: Tech) Implication: Telus' commercial challenges the traditional sales approach of promoting devices and instead focuses on valuing family time. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)