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Brief Published: 24 Oct 2019

HP & Miller Lite Urge Us to Escape Digital Overload

As explored in our latest Macro Trend Human Tech, consumers are waking up to the negative health impacts of digital dependency, particularly social media. In response, brands should be seeking ways to detoxify our relationship with technology. New campaigns from US tech giant HP and US beer brand Miller Lite tap into this growing trend.

HP has launched a TV spot entitled Get Real which includes references to typical digital habits – such as messaging with emoji and using face filters – before asking the question: "Have we lost touch with what's real?"

In comments to US advertising publication Ad Age, HP's chief marketing officer Vikrant Batra said: "We really believe tech has amazing tools, and we make a lot of them. But when they start to get into a place that's addiction, then you have the responsibility of saying something." A concept we advocate in our Human Tech report Digital Detoxification.

In a similar vein, Miller Lite's latest campaign encourages people to enjoy real-life social moments instead of chasing followers on social media. The brand's own research reveals that in the course of our lives we'll spend five-and-a-half years on social media, and 50% of 21- to 27-year-olds in the US meet up with close friends only a few times per month.

In pursuing a goal of "real-time connections", the brand is offering customers a free beer if they unfollow Miller Lite accounts on Twitter and Instagram. Miller Lite is also logging off from its own social platforms for two weeks.