Entertainment: 88 days a year. That’s how long the average adult now spends staring at a screen

Why is the topic trending? 

• Alarming Increase in Screen Time: The statistic that adults now spend an average of nearly 6 hours a day looking at screens is a concerning trend with implications for social interaction and well-being.

• Decline in Real-Life Socializing: The significant drop in in-person socializing over the past two decades highlights a major shift in how people connect.

• Rise in Digital Communication Fatigue: The increasing percentage of people, especially Gen Z, feeling drained by online communication indicates a growing dissatisfaction with purely digital interactions.

• Irony of Loneliness in a Connected World: The fact that a majority of adults feel lonely despite constant digital connection points to a potential negative consequence of excessive screen time.

• Nostalgia for Pre-Smartphone Socializing: The widespread desire to return to a time of more offline social interaction suggests a recognized need for change.

• Brand Response to Social Issue: Heineken, a major global brand, launching a campaign to address this social trend makes the topic noteworthy and relevant to marketing and consumer behavior.

Overview:

The article discusses the findings of a global survey by Heineken that reveals adults now spend an average of 5 hours and 48 minutes daily on their devices, equating to 88 days a year. This increased screen time is linked to a decline in real-life socializing and a rise in feelings of loneliness and digital communication fatigue, particularly among Gen Z. In response to this trend, Heineken has launched a campaign called "Get Social, Off Socials," featuring an IRL event and collaborations with social media creators, aiming to encourage people to disconnect from their screens and reconnect in meaningful, offline ways. The campaign builds upon Heineken's ongoing efforts to foster offline connections.

Detailed Findings:

• Average Screen Time: Adults spend an average of 5 hours and 48 minutes per day on their devices.

• Increase in Phone Use: 59% of respondents reported an increase in their phone usage over the past year.

• Decline in IRL Socializing: Time spent socializing in real life has dropped by 35% over the past 24 years.

• Digital Communication Fatigue: 51% feel their social battery is drained by online communication, with this figure rising to 62% among Gen Z.

• Loneliness Despite Connection: 62% of adults admit to sometimes feeling lonely despite being constantly connected online, and this feeling is even more prevalent among Gen Z (75%).

• Desire for Offline Socializing: 64% of respondents wish they could go back to a time when people socialized without smartphones.

• Heineken's "Get Social, Off Socials" Campaign: Launched to encourage people to disconnect from social media and socialize in real life. Included an IRL event in New York City headlined by Joe Jonas.

• Campaign Activation: The event dramatized the idea that stepping away from social media leads to quiet online feeds but a more vibrant real social life.

• Creator Collaborations: The campaign features creators like Dude With Sign, Lil Cherry, and Paul Olima to promote the message of presence over posting.

• Heineken's Prior Initiatives: This campaign builds on Heineken's long-term commitment to fostering offline connection, including initiatives like the Boring Phone, Forgotten Beers campaign, and investments in reviving pubs in the UK.

• Opportunity for Brands: The article suggests that brands that help people disconnect digitally and reconnect meaningfully will tap into a powerful emotional and social need.

Key Takeaway:

Adults are spending an increasing amount of time on screens, leading to a decline in real-life socializing and feelings of loneliness. Heineken is responding to this trend with its "Get Social, Off Socials" campaign, encouraging offline connection and highlighting an opportunity for brands to address the growing desire for more meaningful, in-person interactions.

Main Trend:

• The Growing Awareness and Negative Consequences of Excessive Screen Time Leading to a Desire for Real-Life Connection: There is an increasing recognition of the negative impacts of spending too much time on digital devices, resulting in a growing nostalgia for in-person social interaction and a desire to disconnect from the digital world to reconnect meaningfully offline.

Description of the Trend (please name it):

• The Digital Detox Craze: This trend describes the rising desire among individuals to reduce their dependence on digital devices and social media, seeking to increase their engagement in real-life interactions and experiences to improve their well-being and sense of connection.

What is consumer motivation:

• Combating Loneliness: Seeking more genuine connections to alleviate feelings of isolation.

• Reducing Digital Fatigue: Feeling overwhelmed and drained by constant online communication.

• Improving Mental Well-being: Recognizing the negative impact of excessive screen time on mental health.

• Nostalgia for Simpler Times: Longing for a pre-smartphone era with more face-to-face interaction.

• Seeking More Meaningful Interactions: Desiring deeper and more authentic connections than those often found online.

What is driving trend:

• Increased Awareness of Screen Time Impact: Studies and media coverage highlighting the negative effects of excessive device use.

• Experiences of Digital Fatigue and Loneliness: Personal experiences reinforcing the need for more offline connection.

• Counter-Movements to Social Media Dominance: Growing interest in activities and products that promote digital well-being.

• Brands Responding to Consumer Sentiment: Companies like Heineken recognizing and addressing this desire for change.

What is motivation beyond the trend:

• A fundamental human need for social interaction and connection.

• The desire for a balanced and fulfilling life.

Description of consumers article is referring to:

• Age: Adults across different age groups are affected, but Gen Z shows particularly high levels of digital fatigue and loneliness.

• Gender: Not specified in the article.

• Income: Not specified in the article.

• Lifestyle: Individuals who are digitally connected but are experiencing negative consequences such as loneliness and fatigue, leading to a desire for more offline engagement.

Conclusions:

Excessive screen time is having a detrimental impact on social interaction and well-being, leading to a growing desire among adults for more real-life connections and a longing for a less digitally dominated social landscape. Brands are beginning to recognize and respond to this sentiment.

Implications for Brands:

• Opportunity to Promote Offline Experiences: Brands can tap into the desire for real-life connections by facilitating or promoting offline events and interactions.

• Campaigns Focused on Digital Well-being: Brands can resonate with consumers by addressing the issue of digital fatigue and promoting healthier technology usage.

• Authenticity and Real Connection as Marketing Themes: Emphasizing genuine, in-person connections can be a powerful way to engage consumers.

Implication for Society:

• Highlights the need for greater awareness about the impact of technology on social behavior and well-being.

• May lead to social and cultural shifts towards prioritizing in-person interactions.

Implications for Consumers:

• Encourages a more conscious approach to technology usage and a greater focus on real-life relationships.

• May lead to individuals seeking out more opportunities for offline socializing and digital detox.

Implication for Future:

• We may see a greater emphasis on "digital wellness" in products and services.

• Social trends might shift towards valuing and prioritizing in-person interactions.

Consumer Trend (name, detailed description):

• The Intentional Disconnector: This trend describes consumers who are actively taking steps to reduce their screen time and digital dependence, seeking to increase their engagement in offline activities and real-world social interactions to improve their well-being and sense of connection.

Consumer Sub Trend (name, detailed description):

• IRL Connection Cravers: A sub-trend highlighting individuals who have a strong desire for more in-person, real-life social connections as a direct response to feeling lonely or fatigued by predominantly online interactions.

Big Social Trend (name, detailed description):

• The Re-evaluation of Technology's Role in Society: There is a growing societal reflection on the benefits and drawbacks of technology, leading to a more critical assessment of its impact on human interaction and well-being.

Worldwide Social Trend (name, detailed description):

• Global Concerns About Digital Overload: Many countries are experiencing similar trends of increasing screen time and the associated social and psychological consequences.

Social Drive (name, detailed description):

• The Fundamental Human Need for Belonging and Connection: The innate desire for social interaction and meaningful relationships is a primary driver behind the yearning for more offline engagement.

Learnings for brands to use in 2025: (bullets, detailed description)

• Acknowledge "Screen Fatigue": Recognize that consumers are increasingly aware of and concerned about excessive screen time.

• Promote Balance: Position your brand as supporting a healthy balance between online and offline life.

• Facilitate Real-World Interaction: Consider initiatives that bring people together in person.

Strategy Recommendations for brands to follow in 2025: (bullets, detail description)

• Sponsor or Host Offline Events: Create opportunities for people to connect in real life.

• Develop Campaigns That Encourage Digital Disconnection: Promote taking breaks from screens for meaningful experiences.

• Highlight the Value of Real-World Connection in Marketing: Emphasize the emotional benefits of in-person interactions.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

In 2025, "The Digital Detox Craze" is gaining momentum as adults increasingly recognize the negative impacts of excessive screen time and actively seek more meaningful, in-person social connections, creating an opportunity for brands to facilitate and promote these real-world interactions.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands should recognize the growing desire for digital detox and real-life connection by developing marketing campaigns and initiatives that encourage consumers to step away from their screens and engage in meaningful offline interactions. This can include sponsoring or hosting real-world events, promoting the value of in-person connections in their advertising, and even developing products or services that facilitate or enhance offline socializing, thereby tapping into a powerful emotional and social undercurrent.

Final Note:

• Core Trend: The Digital Detox Craze: Rising desire to reduce screen time and increase real-life connection.

• Core Strategy: Promote balance, facilitate real-world interaction, and emphasize authenticity.

• Core Industry Trend: Growing awareness of the impact of technology on social behavior and well-being.

• Core Consumer Motivation: Combating loneliness, reducing digital fatigue, and improving mental well-being through genuine connections.

• Final Conclusion: The trend of seeking digital detox and prioritizing real-life connection presents a significant opportunity for brands to resonate with consumers by addressing a fundamental human need in an increasingly digital world.

Core Trend Detailed (The Digital Detox Craze):

• Description: This core trend describes the increasing desire among individuals to intentionally reduce their reliance on digital devices, particularly smartphones and social media, and to prioritize real-life interactions and experiences. This movement is driven by a growing awareness of the negative impacts of excessive screen time on mental health, social connections, and overall well-being. Individuals are seeking to combat digital fatigue, loneliness, and the perceived superficiality of online interactions by actively disconnecting from the digital world and engaging more fully in the physical world.

• Key Characteristics of the Trend (summary):

  • Intentional Reduction of Screen Time: Conscious efforts to limit device usage.

  • Prioritization of Real-Life Interactions: Seeking more face-to-face connections.

  • Combatting Digital Fatigue: Feeling overwhelmed or drained by online activity.

  • Desire for Improved Mental Well-being: Recognizing the negative impact of excessive screen time on mental health.

  • Nostalgia for Offline Socializing: Longing for pre-smartphone forms of connection.

• Market and Cultural Signals Supporting the Trend (summary):

  • The Heineken survey data revealing that adults spend an average of nearly 6 hours a day on devices.

  • The finding that 62% admit to feeling lonely despite constant online connection, rising to 75% among Gen Z.

  • The 64% of respondents who wish for a return to socializing without smartphones.

  • Heineken's "Get Social, Off Socials" campaign launched in response to this growing desire for real-life connection.

  • The increasing discussion and awareness in society regarding the importance of digital well-being.

• How the Trend Is Changing Consumer Behavior (summary):

  • Seeking Out Offline Activities: Increased participation in hobbies, sports, and in-person social gatherings.

  • Utilizing Digital Detox Tools and Apps: Employing software or methods to limit screen time.

  • Choosing "Boring" Phones or Limited-Functionality Devices: Opting for phones with fewer distracting features.

  • Being More Mindful of Phone Usage: Consciously limiting checking devices and social media.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):

  • For Brands and CPGs: Brands can tap into this trend by promoting products and experiences that facilitate offline engagement and well-being. Marketing can emphasize balance and real-world connection.

  • For Retailers: Retailers can create spaces and events that encourage in-person interaction and community building.

  • For Consumers: Encourages a healthier relationship with technology, potentially leading to improved mental health, stronger social connections, and a greater appreciation for real-world experiences.

• Strategic Forecast: The Digital Detox Craze is expected to continue to gain momentum as awareness of the negative impacts of digital overload deepens. Consumers will likely seek more tools, resources, and societal shifts that support a healthier balance between online and offline life. Brands that authentically address this desire for real connection will likely resonate strongly with consumers.

• Final Thought: The growing desire for a digital detox reflects a fundamental human need for genuine connection and well-being. As technology continues to evolve, the conscious effort to disconnect and prioritize real-life interactions will likely become increasingly important for individual and societal health.

Source: https://www.trendwatching.com/trends-and-insights/88-days-a-year.-thats-how-long-the-average-adult-now-spends-staring-at-a-screen