This 2012 presentation on digital detoxes, Zenware, and other efforts to buy escapes from distraction by Kasi Bruno, Director of Strategy and Cultural Insight at Young & Rubicam could be an advertisement for the book:

Kasi Bruno – Ignite – Distraction from Y&R Canada on Vimeo.

In an interview with Boost Agents, she explains what’s going on:

Boost: In one of your recent speeches at Ignite you mentioned people are frustrated by being over connected, and are looking for moments with less digital distractions. With this in mind how should this inform how brands interact with consumers in the future, and how should they respond to this movement of wanting to unplug?

Kasi: I think what we’re seeing is people almost revolting against themselves, against their own compulsions. People are frustrated with themselves for being so dependent on technology, for not being comfortable being still or alone.

While there’s a huge fear of missing out on something if we aren’t hyper plugged in, we’re starting to see people realize that they’re actually missing out on what’s happening right in front of them because they’re too distracted by devices.

There’s a balance and leveling off that’s starting to happen. People want to regain focus and time for uninterrupted deep thought, so we‘re seeing real life, lo-fi, unplugged experiences becoming a luxury of sorts. Luxury is a function of scarcity and what’s scarce nowadays is exactly that- an unplugged moment of stillness, thought and a feeling of being truly present.

I think brands that understand this can help people find the balance. Sure, some will continue to exploit the consumer tick to be connected, but many can start to add value by nurturing the need for real presence that’s starting to bubble up. I think we’re going to see more of that. It isn’t a rejection of technology and connectedness, but a reclaiming of control over it. Brands can help people with that.