December 7, 2017 /Consumer


Reading book

Per contra to their social media driven contemporaries, these teenagers are disconnected and disengaged by screens and smartphones.  Rejecting snapchat filters, they favour real life. They lead a low-tech existence whereby they actively self monitor their time spent with technology.

Despite the twenty-four hour connection of mobile living, these anti-tech teens found isolation and loneliness in a world living online. Rejecting this way of living, they lead a life off screens  so that they can prioritise improving their creativity and enjoy the qualities or real life interactions such as body language and facial expressions.  Disenchanted by emojis, they seek the genuine qualities of human relationships.

Minimal use of technology means they are not impacted by the noise of constant connection and they enjoy this quiet space.  However, the can be disheartened when their peers transform into a technological zombie whereby they leave reality to snapchat or post an instagram.

Whilst the world steams full speed ahead into the world of technology and connectivity, brands must pay attention to low-tech teens are backlashing against this way of life. Their behavioural patterns prompted us to reflect upon our interview with Courtney Maum, who expresses the importance to prioritise what is human. When designing brand experiences that are instaworthy and mobile living, it will be important to consider how these stories can be inclusive to consumer group.