Sophie Maxwell: The Big Switch-Off – Why Brands Need to Create New Ways to Connect
Brands are now supporting our need to schedule time for disconnection-creating space for significant moments, reconnecting us with creative contemplation and ensuring our well-being.
It is increasingly hard to switch off from a world that is always on. Our new and infinitely connected world has enabled us to exercise endless choice. And keen to optimize every aspect of our lifestyle, we have bought into the fact that the digital and the physical need to work in synergy. But now, there is a growing realization that we are struggling to find the head space for it all. As a result, we are seeking to restore some sort of balance – in terms of how we connect with each other and with our surroundings – by taking shelter, slowing down and switching off.