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.
6 Featured, 46 Examples:
223,604 Total Clicks
Date Range:
Jun 14 — Mar 16
Trending:
Average
Consumer Insight Topics:
