Global Day of Unplugging pushes brands to cut noise

Brands are being urged to rethink how they communicate with customers, as the Global Day of Unplugging highlights growing fatigue with always-on digital engagement and automated messaging.

The movement encourages people worldwide to disconnect from screens and spend more time offline. It comes as new research points to declining trust in brand interactions and a desire for more authentic, community-focused contact.

Twilio's Age of Distraction report suggests consumers are questioning both the volume and the value of digital communication they receive from organisations.

Trust deficit

The data points to a trust gap between brands and consumers in the UK as digital interactions multiply across email, apps and social media.

Sam Richardson, Twilio's Director of Executive Engagement for EMEA and APJ, said, 

"The Global Day of Unplugging is a reminder of how much technology shapes our daily lives. In a world flooded with notifications, email and automated prompts, it offers the chance to pause, switch off and reconnect offline."

"Our Age of Distraction report shows that 57% of UK adults are unsure which brand interactions they can trust, while 67% feel treated like a commodity rather than an individual," said Richardson.

The figures highlight concerns about personalisation, relevance and transparency in digital marketing. They also suggest most respondents do not feel recognised as individuals when they engage with businesses online.

Community demand

The research also suggests a gap between what consumers say they want from brands and what they experience.

"At the same time, consumers are signalling what they want instead. Thirty-nine per cent would welcome brands that create real communities and shared experiences, yet 77% say they haven't experienced this in the past year. Customers aren't looking for brands to dominate their day, but to play a meaningful and supportive role within it. That means showing up with relevance and genuine value - including in those moments when they're spending quality time in real life - rather than simply increasing the frequency of digital communication," Richardson said.

The numbers suggest many customers see little evidence of the community-building and shared experiences that marketers often prioritise. They also point to a preference for measured, context-aware engagement rather than constant notifications or high-frequency outreach.

Reducing noise

The Global Day of Unplugging has become a reference point in debates about digital wellbeing and attention. It has also drawn interest from businesses that rely on digital channels for customer contact, sales and service.

In sectors such as retail, financial services and travel, marketers have increased their use of automation and data-driven targeting. Many organisations now run multi-channel journeys spanning email, SMS, push notifications, in-app messaging and social platforms. Twilio's comments point to a shift from the quantity of contact to the perceived quality of each interaction.

Richardson linked the cultural focus on switching off to a need for companies to reconsider how they plan and execute customer journeys.

"As consumers embrace real connection for the Global Day of Unplugging, it should prompt organisations to rethink how communication is designed in the first place. The brands that will win in 2026 and beyond will be the most intentional: reducing noise, communicating with empathy, and designing customer journeys that feel human rather than automated," Richardson said.

The remarks reflect a growing discussion across marketing and customer experience about empathy-led design and restraint in the use of digital channels. They also underscore the pressure on brands to review how automation tools affect tone, timing, and perceived authenticity in consumer interactions.