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Insight of the Day: Why Gen Z & Millennials are Unplugging

Key Findings:

  • Majority Unplug: Two-thirds of Gen Z and Millennials report unplugging from their devices.

  • Top Reasons: Mental health concerns and a desire to be more present in the moment drive this behavior.

  • Contradiction: Despite acknowledging their addiction to phones and spending significant time on them, young people value mental health and actively seek ways to disconnect.

Key Takeaway:

Young people are increasingly recognizing the negative impact of constant connectivity on their mental health and are actively taking steps to unplug and be more present in their lives.


The trend of "digital detox" and unplugging is gaining momentum among Gen Z and Millennials as they prioritize mental well-being and seek a healthier relationship with technology.


  • There's a growing awareness among young people about the potential negative effects of excessive screen time on mental health.

  • This generation is actively seeking ways to balance their digital lives with offline experiences and prioritize their mental well-being.

  • The trend of unplugging could have significant implications for the tech industry and the way brands engage with young consumers.

The reasons why Gen Z and Millennials are unplugging from their devices are multifaceted:

  1. Mental Health Concerns: The constant connectivity and bombardment of information on digital platforms can lead to stress, anxiety, and even depression. Unplugging allows for mental rest and rejuvenation.

  2. Desire for Presence: Young people are seeking to be more present in the moment, enjoying real-life experiences and interactions without the distraction of screens.

  3. Information Overload: The sheer volume of information and constant notifications can be overwhelming, leading to a desire to disconnect and focus on what truly matters.

  4. FOMO (Fear of Missing Out): While social media can create a fear of missing out, it can also lead to a sense of relief and contentment when one disconnects and focuses on their own lives.

  5. Reclaiming Control: Unplugging can be a way to regain control over one's time and attention, rather than being constantly dictated by algorithms and notifications.

Implications for Brands:

  • Promote Digital Well-being: Brands can tap into this trend by offering products and services that promote digital well-being, such as apps that track screen time or mindfulness tools.

  • Encourage Offline Experiences: Create marketing campaigns and experiences that encourage young people to disconnect from their devices and engage with the real world.

  • Emphasize Authenticity and Connection: Focus on building genuine connections with young consumers through authentic storytelling and experiences that foster real-world interactions.

  • Respect Digital Boundaries: Be mindful of young people's desire to unplug and avoid bombarding them with excessive notifications or intrusive advertising.

By understanding and addressing the reasons behind Gen Z and Millennials' desire to unplug, brands can build stronger relationships with this demographic and create products and services that resonate with their values.


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