Dive summary:
- Brands like McDonald’s and Volkswagen are encouraging international consumers to take a break from digital devices and social networks.
- Consumer’s desire to disconnect from technology is described as the “New Esc.”
- McDonald’s ran ads in Dubai promoting “A day offline.”
From the article:
For James Broomfield, a strategy director at Mother London, digital detoxing is no different from city folk taking some country air. He said, "It is simply a modern-day manifestation of what it is to take a break or a holiday. The brands that will profit most are those that don't even need to reference a 'digital detox' at all, those who can provide the kind of experiences that will see customers willfully go off the grid without having to be asked. After all, it is the transformative moments that we are looking for, not simply the act of switching off a phone."
