The (Dis)Connected Consumer
You can certainly have too much of a good thing, and for a growing number of consumers, technology is one of those things. There is a growing awareness of the detachment that can come from being overly-attached to our devices. Hyper-connected often means over-extended and science is proving that this can have negative consequences on our overall well-being and relationships.
A digital detox doesn’t mean completely cutting the cord, but it does mean being more mindful in how we use our devices and how they affect us. New apps like Headspace help users pause, breath and cut back on just how connected they are—technology being used to alleviate the stress brought on by technology. Apple’s latest iOS update includes Nightshift Mode to allow users to switch their devices to a mode that won’t negatively impact their sleep (as much). Hate for email is only growing as an emphasis on quick in-person meetings grows in popularity, and some people are even turning off their devices for a set number of hours per day (gasp!).
For a variety of reasons, people are trying to unplug, cut back and separate from technology bit by bit, but marketers have grown accustomed to and have counted on a hyper-connected consumer. If customers become less connected, what does that mean for brands?
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