A counter-subtrend in many ways: consumers become more averse to using technology and sharing their personal information, seeking meaningful and human connections and moments of digital detox.


Consumers fully embrace technology and include it in every aspect of their lives without considering whether it actually adds any value

Consumers are constantly connected


Consumers seek disconnection as the impact of technology on mental health becomes clearer

Regulation intensifies as the drawbacks of technology become more apparent after an increase in data breaches and cyber crime

How is this manifesting?
Through the eyes of our StreetScapers…

"Adults in the UK are spending an incredible 7 hours and 56 minutes a day consuming media, up 9% from 2017."

Lucy, UK

"South Korea has built a National Centre for Youth Internet Addiction Treatment to tackle technology addiction that is causing violence."

Gagyeong, South Korea

In 2018, the World Health Organisation officially recognised digital gaming addiction as a mental health disorder.

Android apps encourages consumers to take control of their digital lives

Google launched its digital wellbeing initiative to help consumers understand their tech usage and take control of it.

Backlash against targeting and tracking mean consumers want to be forgotten

Qwant is a search engine that applies strict neutrality rules to search results, they do not use cookies or tracking devices to establish profiles around users.