The infusion of screens into our lives is spurring fear and resentment, and some fretting about what’s been lost in the embrace of digital devices. Our love affair with mobile devices is turning into a love-hate relationship. People are becoming more aware of how much time they spend – in meetings, on the street, at meals, during family time, etc. – with their heads down, immersed in mobile devices. So more of us will make an effort to keep our heads up, be better attuned to people and the environment, and ask others to do the same. Brands can enable or encourage this mindful approach, as Buick did with its #InTheMoment campaign – a campaign that encourages consumers to take a pledge to spend less time on their phone and more time #InTheMoment. KFC created a Phonestack app that rewards players for leaving the stack undisturbed. In Brazil, an ad agency created the Offline Glass: a beer glass with a notch the size of an iPhone at the bottom. The drinker’s iPhone must remain on the bar in order for the glass to balance. Brands have plenty of opportunity to encourage and foster periods of focused interaction, showing people what they’re missing when they are absorbed in their devices.
Source: 10 Mobile trends for 2014 and beyond (May 2014). JWT.