Digital Discipline
If you’re reading this, it’s probably too late.
Today is the #NationalDayOfUnplugging, a detox devoted to highlighting the “value of disconnecting from digital devices to connect with ourselves, our loved ones and our communities in real time”.
It addresses a real issue of people being overwhelmed by device-driven lifestyles:
1 in 5 Americans admits feeling overloaded by information (Pew, 2016)
41% of 18- to 24-year-olds said using social platforms made them feel anxious, sad, or depressed (Hill Holiday, 2019)
1 in 5 consumers is taking a digital detox, but 7 in 10 have tried to cut back or limit their time online. (Global Web Index, 2018)
For those who think a total detox is extreme, we’ve included a new Insights Playbook trend: Digital Discipline. It’s premise is that quitting devices cold turkey isn’t realistic for most tech weary consumers. Rather, we’re starting to see people opt for sustainable, long-term solutions and lifestyle changes to help navigate our always-on lifestyles. On the extreme end of the spectrum, people are paying up to $250/hr for screen free consultants to provide guidance on how to limit screen time or buying minimalist “dumbphones” with pared down functionalities (read: none of the time and attention sucking bells and whistles of a smartphone).
We believe there is room for brands to participate and help the rest of us by:
Engaging with consumers in environments beyond the screen: Such as real-world experiences and events that build community through face-to-face interaction (caveat: maybe put a pin in that until after Coronavirus is contained)
Offering creative resources to gain control over compulsive digital habits: For example, lifehacker-ish guides of how to reign in screen time and device dependency or lists that inspire activities that don’t require a lithium ion powered device
Acknowledging the downside of too much digital consumption: Give consumers a reason to believe you care about them by encouraging them the have a life beyond the screen.
Now turn off your phone and enjoy the day! (And wash your hands)
