Digital detoxing becomes more integral for wellness-minded consumers
Trend - As consumers are inundated with negative news, content and engagement online, some are seeing a greater need to prioritize digital detoxing. While the tools for digital detoxing remain the same, the need for it continues to grow as people's mental health suffers.
Insight - Consumers' screentime has gone up, and social media platforms are known for spreading negative information due to the higher engagement it receives. This combination has had an impact on people's mental health, and more consumers are now looking for ways to break their digital habits in order to improve their mood and stress levels.
Insight - Consumers' screentime has gone up, and social media platforms are known for spreading negative information due to the higher engagement it receives. This combination has had an impact on people's mental health, and more consumers are now looking for ways to break their digital habits in order to improve their mood and stress levels.
Workshop Question - How could your brand focus on its employees' or customers' wellbeing?
Trend Themes
-
Digital Detoxing — As consumers experience screen time fatigue, they are seeking ways to break their digital habits, providing opportunities for businesses to offer new and innovative products and services that promote digital detoxing.
-
Intentional Disconnection — Consumers are increasingly seeking ways to disconnect intentionally by using products like phone cases, smart-phone silencing pouches, and smartphone locks, creating opportunities for businesses to create innovative products that promote disconnection from digital communication.
-
Nostalgia Marketing — The recent trend of nostalgic motel campaigns, such as Hotels.com’s Retro Beach Motelier giveaway, draws attention to consumers' desire for a simpler, less-digital lifestyle, and provides opportunities for businesses to market products that cater to customers seeking a nostalgic travel experience.
Industry Implications
-
Digital Wellness — As consumers seek digital detoxing and intentional disconnection, the digital wellness industry has an opportunity to create products and services that enable customers to disconnect without completely abandoning smartphones and other digital devices.
-
Hospitality — Nostalgic motel campaigns provide hospitality businesses with an opportunity to cater to consumers' desires for a simpler, less-digital travel experience while providing unique and desirable destinations for travel.
-
Personal Accessories — Phone cases, smart-phone silencing pouches, and smartphone locks present an opportunity for personal accessories companies to create innovative products that promote intentional disconnection and digital wellness.
