Strategy16 Oct 2024Simon Druery

Lost in the glaze: Can Australian Brands reconnect in a screen-weary world?

Australian brands face the challenge of connecting with increasingly overwhelmed audiences as our society continues to be dominated by digital screens. This thought-provoking article explores the crisis of digital overload and its impact on consumer behaviour. Discover innovative strategies for brands to cut through the digital noise, including digital minimalism, analog revival, and asynchronous interactions. Learn how to reboot your brand's approach, challenge common assumptions, and create more meaningful, human-centred experiences. Featuring insights from experts and real-world case studies, this article offers a roadmap for brands to thrive in a screen-weary world by prioritising authentic connection and digital well-being.

Imagine walking into a room filled with friends, family or colleagues – but everyone's staring at their screens. No laughter, no conversations, just the soft glow of devices. This isn't a dystopian future; it's our reality.

We're living in a world where screens dominate our lives. In fact, according to the Australian Bureau of Statistics (2020-21), we’re spending an average of 10 hours and 24 minutes daily glued to our devices. That's more time than we spend sleeping, eating, or engaging in meaningful human interactions!

The consequences are stark: 

• Decreased attention span (Microsoft Corporation, 2015)

• Increased stress and anxiety (Royal Society for Public Health, 2017)

• Reduced empathy and deep thinking (Sherry Turkle, Reclaiming Conversation)

But what does this mean for Australian brands? As a Brand or Marketing Manager, how can you cut-through and connect with audiences when they're already overwhelmed by the digital noise?

A Crisis of Connection

In today's digital landscape, brands face a daunting challenge as habitual screen usage is causing increasing health issues and people are looking for relief: 

• 70% of Australians feel overwhelmed by technology (Source: Swinburne University, 2020)

• 65% of Australians reduce their screen time to improve mental well-being (Source: Australian Digital Health Survey, 2022)

• 60% of Gen Z users feel anxious when separated from their devices (Source: Global Web Index, 2020)

• 58% of Australian millennials prefer brands that support digital detox initiatives (Source: KPMG Australia, 2022)

• 45% of Australian consumers are more likely to engage with brands that prioritise digital well-being (Source: Deloitte Digital Australia, 2023)

• 50% of Australians report experiencing burnout symptoms linked to excessive screen use
(Source: Australian Institute of Health and Welfare, 2021)

• 59% of Australians seek brands that offer solutions to manage digital overload (Source: Accenture Australia, 2023)

It's time to acknowledge the crisis of connection. Brands must adapt to reclaim users' attention and foster meaningful relationships.

Rebooting Priorities

To thrive in this screen-weary world, Australian brands must reassess their design strategy:

1. Digital Minimalism: Streamline, simplify and ditch the clutter.

2. Analog Revival: Get tactile, host events and collaborate with artists.

3. Asynchronous Interactions: Give users more control with email newsletters, podcasts and self-paced courses to better manage their screen time.

Debugging Assumptions

In a world where digital experiences dominate, it’s easy to assume that screens are the primary or only pathway to meaningful connection. However, this assumption can limit the potential for more human-centred, balanced brand interactions.

Let’s challenge some of these ideas to foster a healthier relationship with technology:

Are engagement metrics the enemy of user well-being?


Engagement metrics—clicks, views, likes—are often the lifeblood of digital marketing. But what if chasing these numbers comes at the cost of the audience’s mental health? Prioritising metrics can create a feedback loop where more screen time equals success. Brands need to shift from focusing solely on quantitative engagement to creating interactions that support user well-being, even if it means fewer clicks. Quality over quantity should be the new goal, with brands measuring success by meaningful connections, not just numbers on a dashboard.

Is digital convenience overvalued?


Digital experiences are designed to be frictionless, but is convenience always better? As technology removes obstacles, it can also reduce the opportunity for deeper reflection and engagement. Quick transactions and instant gratification might seem beneficial, but they can also promote mindless consumption. Brands that make room for intentional interaction—whether it’s encouraging mindfulness, digital detoxes, or thoughtful decision-making—may find that slowing things down creates stronger, more lasting relationships with their audience.

Research-led brand strategies are critical to business success. We have a proven framework for achieving specific goals in brand strategy.

Can brands redefine intimacy in a digital age?


Intimacy has traditionally been about face-to-face, personal interaction. But in the digital age, brands have an opportunity to redefine what intimacy means. It doesn’t have to be about constant connection through screens; it can be about trust, authenticity, and thoughtful moments of interaction. A brand that sends a well-timed, personalised message can create a sense of intimacy far greater than one that bombards users with notifications. Intimacy in branding could mean offering users the space to breathe and engage on their terms, fostering deeper emotional ties.

Are we designed to disconnect?


Humans evolved to thrive on balance—periods of focus and connection followed by rest and reflection. Constant digital engagement goes against this natural rhythm, leading to burnout and screen fatigue. While technology connects us, it’s also necessary to design experiences that allow users to disconnect and recharge. Brands can lead this movement by building platforms that encourage stepping away from the screen, reminding users that they are not machines. Designing for disconnection can be a powerful way to humanise the digital experience.

Is digital engagement sustainable for the long-term?


There’s a growing body of research showing the negative effects of prolonged screen time on mental health, productivity, and even creativity. Constant engagement with screens might offer short-term benefits to brands—like increased visibility—but is it sustainable? Users are increasingly aware of the toll it takes on their well-being, and brands that continue to push for constant engagement could risk alienating their audience. Offering moments of disconnection, reflection, or physical interaction might be more aligned with the needs of a digitally fatigued world.

Expert Insights

Experienced brand practitioners and health professionals are starting to voice their concerns and provide deeper insights as to why a balanced approach is needed: 

"Excessive screen time is eroding our attention spans; brands need to create more meaningful, less intrusive interactions," explains Dr. Bronwyn Davies, Australian clinical psychologist and digital well-being advocate.

"Sustainable branding considers the holistic health of its audience, not just engagement metrics," states Jessica Turner, CEO of Melbourne-based branding agency BrandWise.

"In the age of digital overload, simplicity and clarity in design can significantly reduce screen fatigue," remarks Liam O’Connor, Australian UX designer and author.

"Authentic brand experiences foster deeper connections without the need for constant screen engagement," comments Sarah Mitchell, branding strategist and founder of Sydney’s Brand Harmony.

"The future of branding lies in creating intuitive interfaces that respect users' cognitive limits," observes Dr. Michael Lee, cognitive scientist and branding consultant.

"Addressing screen fatigue is essential for building trust and loyalty in today's digital landscape," states Chloe Nguyen, Australian digital marketing expert and author.

"Brands that champion digital well-being will lead the market by aligning with consumers' growing desire for balance," concludes Dr. Aisha Rahman, health and wellness advocate based in Brisbane.

Reinstalling Human Connection: A Path Forward for Brands

As we look to the future, brands have an opportunity to create more meaningful, balanced interactions with their audiences by prioritising human connection over constant digital engagement.

Here are some key approaches that can guide this transformation:

Empathy-Driven Design: Prioritising Users' Emotional and Cognitive Needs

Designing with empathy means truly understanding the emotional and cognitive needs of users, not just their surface-level behaviours. Brands should focus on creating experiences that reduce stress, enhance well-being, and make people feel seen, heard, and understood. This could involve incorporating breaks or moments of mindfulness into apps, using calm and soothing interfaces, or designing interactions that reduce cognitive overload. Empathy-driven design goes beyond UX-it's about nurturing the well-being of the whole person.

Slow Design: Encouraging Users to Pause and Reflect

In a fast-paced, always-on digital world, slow design is a revolutionary concept. Instead of pushing users to consume as much as possible in the shortest time, brands can encourage slower, more deliberate interactions. This might mean designing digital environments that are more contemplative, such as apps that offer daily reflections, or limiting notifications to give users space to think. Slowing things down can help users make more intentional, thoughtful choices, leading to deeper engagement and satisfaction.

Asynchronous Storytelling: Let Stories Unfold at a Natural Pace

In contrast to the immediate gratification of binge-watching or scrolling through endless feeds, brands can adopt asynchronous storytelling-narratives that unfold gradually over time. This approach invites users to engage in a more thoughtful and meaningful way, returning for updates as the story evolves. Whether through serialized podcasts, interactive emails, or gradual content releases, asynchronous storytelling helps build anticipation, deepen emotional investment, and prevent the overwhelm of consuming everything at once.

Digital Detox Initiatives: Supporting a Healthier Relationship with Technology

Brands can collaborate with wellness experts to launch digital detox initiatives that encourage their audiences to step away from screens and re-engage with the physical world. Whether through offering digital detox challenges, creating content that advocates for screen breaks, or even designing apps with built-in time limits, brands can become champions of digital well-being. This not only strengthens the relationship with users but positions the brand as one that truly cares about their long-term health and happiness.

Human-Centric Metrics: Redefining Success Beyond Screen Time

Instead of measuring success solely by screen time or clicks, brands should shift towards human-centric metrics. These metrics could include factors like user satisfaction, emotional engagement, time spent off-screen, or even improved mental well-being as a result of using the brand's products or services. Tracking and promoting these kinds of metrics signals to consumers that the brand is invested in their overall health and happiness, not just their attention.

Physical-Digital Balance: Fostering Real-World Interactions

Brands can help restore balance by creating offline experiences that complement their digital presence. For example, offering real-world events, workshops, or physical products that encourage people to connect away from their screens. This could include brand-led local meetups, physical journals, or wellness retreats that align with a broader digital detox ethos. Encouraging real-world interactions can help build trust and community, and can often leave a stronger, longer-lasting impression than purely digital touch points.

Conscious Consumerism: Promoting Mindful Interaction and Use

Brands can encourage mindful interaction, helping users make more conscious decisions about when and how to engage with digital content. This might involve educating users about healthy screen habits, encouraging mindful breaks, or embedding reminders into apps and services to check in with how they're feeling. The goal is to shift away from mindless scrolling or consumption toward interactions that bring value and joy to users' lives.

Personalisation with Purpose: Meaningful, Not Excessive Engagement

While personalisation has been key in digital marketing, purpose-driven personalisation can take it a step further. Rather than bombarding users with endless recommendations, brands can focus on offering personalised experiences that align with a user's well-being goals-whether that's suggesting digital detoxes, recommending wellness content, or highlighting offline experiences. Personalisation should aim to enhance a user's life holistically, not just increase engagement.

Case Study
REI's #OptOutside

In 2015, REI, the outdoor recreation retailer, launched #OptOutside, a bold campaign by PR agency Edelnan, encouraging consumers to ditch screens and reconnect with nature on Black Friday.

Key Execution:

Closing stores on Black Friday: REI shut down all 143 stores, distributing a portion of sales to employees as a bonus to enjoy the outdoors.

Social media campaign: REI created a hashtag (#OptOutside) and shared stunning outdoor visuals, inspiring stories, and employee-generated content.

Partnerships: Collaborated with outdoor organisations, parks, and recreation areas to provide resources and activities.

In-store experiences: Hosted workshops, events, and outdoor classes.

Results:

1.4 million people participated in #OptOutside activities.

175 million social media impressions.

Increased brand loyalty and customer engagement.

Case Study
IKEA's People & Planet Positive strategy prioritises emotional connection and sustainability.

Key Execution:

Co-creation workshops: IKEA involves customers, employees, and stakeholders in design processes.

Empathy-driven research: Conducts in-depth studies on customers' needs, habits, and emotions.

Sustainable product design: Incorporates eco-friendly materials, minimal packaging, and energy-efficient solutions.

In-store experiences: Designed interactive spaces, workshops, and events fostering community engagement.

Results:

Increased customer loyalty and satisfaction.

50% reduction in carbon footprint.

Recognition as a leader in sustainable design.

Case Study
Belong Creative helped Aveo launch their new Employer Brand via a national, interactive roadshow to engage their audience.

Key Execution:

Australia-wide Roadshow: Four state-based office events.

Brand Presentation: Guiding employees through Aveo's new Employer Brand - Bring your Passion to Life.

Branded Materials: Pull-up banners, posters with QR code-linked culture video.

Interactive Photo wall: Employees shared how they bring passion to life through selfies/team photos.

Results:

357 employees attended the Roadshow events.

49 photos uploaded to Aveo's internal social channel.

8 prize winners awarded Visa Debit Cards.

Increased employee engagement: Measurable interaction with EVP materials.

See Award-winning Creative
Belong Creative's creative ideas, particularly the photo wall, were a highlight. Seeing firsthand, the engagement of our people was rewarding and a special moment.
Kirsten Covey, Group Manager, Talent Acquisition, Aveo

These case studies demonstrate how REI, IKEA and Aveo achieved more connection with their audiences by:

• Focused on experiences over transactions.

• Emphasised empathy and understanding.

• Created engaging, interactive touch points.

It’s time for a reboot!

Is your brand moving towards a more human-centred approach to design? Let's break the cycle of screen fatigue and reconnect with what matters – humans. By focusing on these human-centred strategies, brands can lead the way (and stand out!) by building healthier digital ecosystems that foster balance, trust, and authentic connections. In doing so, they will not only meet the growing demand for well-being but also forge stronger, more sustainable relationships with their audiences.

At Belong Creative, we believe that belonging is the heartbeat of human connection. For us, it's about connecting with our team-mates, being heart-led with our clients, and collaborating with talented individuals to deliver work that brings people closer to the brands they love. We're passionate about nurturing belonging, so everyone can show up as their authentic, imperfectly-perfect selves. By rebooting connections and prioritising human-centred design, we can create a more empathetic, compassionate, and meaningful digital landscape – where everyone truly belongs.

Sources:
Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.