# Phone Positivity Campaigns Billie Eilish x Telekom Highlights Gen Z as Change-Makers By Laura McQuarrie | Published 2020-08-13 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/billie-eilish-x-telekom References: [campaignlive](https://www.campaignlive.co.uk/article/billie-eilish-rallies-gen-z-phone-positivity-campaign-deutsche-telekom/1691657) Billie Eilish x Telekom introduces a campaign that's centered on highlighting [positive phone usage](https://www.trendhunter.com/trends/algorithm-cleansing-song) in Gen Z, a so-called "[screen-obsessed](https://www.trendhunter.com/trends/mobile-device-addiction)" generation. As digital natives, Gen Z was born into a world of technological advances and innovations and often, youth are criticized for spending too much time on their devices and socializing differently than the generations that came before them. As Billie Eilish says, "Maybe next time they see us staring at a screen and they ask us what we’re doing on it, why don’t we show them what we’re doing with it." With the aid of Billie Eilish, [Deutsche Telekom](https://www.trendhunter.com/trends/deutsche-telekom) is on a mission to share the kind of good that can be done in the world, all from a phone. On the theme of #WhatWeDoNext, Deutsche Telekom will be sharing content via its music marketing channel Telekom Electronic Beats. Image Credit: Deutsche Telekom ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 28% | Activity: 75% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **Phone Positivity:** Following the Billie Eilish x Telekom campaign, there is an emerging trend toward promoting positive phone usage among Gen Z. - **Social Responsibility Campaigns:** Companies are recognizing an opportunity to use their brand and influence to make a positive impact on society, as seen in the Billie Eilish x Telekom campaign. - **Digital Advocacy:** There is a growing interest in using digital platforms to raise awareness and advocate for important causes, particularly among younger generations like Gen Z. ### Who This Affects Most - **Telecommunications:** The telecommunications industry is in a unique position to lead campaigns that promote positive phone usage and raise awareness for important causes, like Deutsche Telekom's Billie Eilish campaign. - **Music:** As seen in the Billie Eilish x Telekom campaign, the music industry can serve as a powerful platform to promote social responsibility and advocate for positive change. - **Consumer Electronics:** Companies in the consumer electronics industry can take steps to promote healthy phone usage and provide resources for digital advocacy, as seen in the Billie Eilish x Telekom campaign. ## Related on Trend Hunter - [Youth Culture Telecom Campaigns](https://www.trendhunter.com/trends/deutsche-telekom.md) - [Gen Z IRL Campaigns](https://www.trendhunter.com/trends/hinges-phonebook.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Uplifting Social Media Campaigns](https://www.trendhunter.com/trends/optimism-your-feed.md) - [Distraction-Free Flip Phones](https://www.trendhunter.com/trends/consumer-cellular.md) - [Gen Z AI Campaigns](https://www.trendhunter.com/trends/lenovo-6.md) - [Peer-to-Peer Conversation Campaigns](https://www.trendhunter.com/trends/real-tea-real-talk.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Human Connection-Emphasizing Radio Initiatives](https://www.trendhunter.com/trends/radio-optimism.md)