PPB December 2018

(42 percent) of Americans say technology has made their lives better, according to the Pew Research Center. But while technology often unfolds in the digital realm, people can touch and feel promotional products. There’s something powerful about holding an actual item in your hands. That’s why in the workplace, many companies are instituting tech-free meetings—even those in the tech industry—which discourage the use of laptops, cell phones and iPads. Surprisingly, researchers at Princeton and UCLA have discovered that employees retain more from meetings and brainstormmore creative ideas when they take notes using a pen and paper rather than a digital device. Missy Kilpatrick, CAS, vice president of new business development at The Book Company, finds incredible value in going tech-free, even though it’s not an official mandate at her company. “We have found if you really need all participants to concentrate solely on the subject and give their undivided attention then this is the way to go,” she says. “Tech- free meetings help cut down on the distractions that can be caused by emails, phone calls and texts that may come in during a meeting. It’s really no different than texting while driving—you can’t completely focus on the task at hand.” Kilpatrick adds that just as people read printed books despite the launch of e-books, technology users will also continue to use journals. “My opinion is that nothing will ever replace the pen and paper, at least not in our lifetime,” she says. Technology companies across the spectrum strive to solve a problem, fill a need, and connect with consumers in new and meaningful ways. To help technology clients charge boldly and brightly into the New Year, check out the trends, insights and ideas on the pages ahead. Market Snapshot Millennials lead the way in technology usage, but Baby Boomers and Gen Xers aren’t far behind. Ninety-two percent of Millennials own a smartphone, compared to 85 percent of Gen Xers and 67 percent of Baby Boomers, according to Pew Research. When they’re on their devices, Millennials are more likely than older generations to use relatively newer social media platforms such as Instagram (52 percent) and Snapchat (47 percent). Although Boomers aren’t as quick to adopt new technology, they’re more likely to own a smartphone now (67 percent) than they were in 2011 (25 percent). All generations tend to believe the internet has been personally good for them, although younger individuals (73 percent) are more likely to say the internet has positively impacted society. However, in general, Americans feel less positive about the internet’s societal impact now than they did four years ago. In 2014, 80 percent of Gen Xers felt the internet was mostly positive, but only 69 percent feel the same way in 2018. Multitasking Mobile Users While on their mobile devices, people are also: Watching TV 61 % Attending a party 37 % Dining at a restaurant 36 % Riding public transportation 36 % Playing with their kids 35 % Driving a car 32 % Watching a movie 8 % Source: TIME | DECEMBER 2018 | 45 GROW