Smartphones are now gadgets many of us simply can’t live without but if the endless barrage of social media posts and emails are driving you to distraction then a solution could be on its way. Beer makers Heineken have joined forces with HMD – the producers of famous Nokia devices – to create the so-called ‘Boring Phone’. This simplistic device takes a step back in time with owners getting access to calls and text but nothing else.
That means there are no endless distractions from Facebook notifications or the office trying to get in touch after hours. Another bonus is that it doesn’t need constant charging with it lasting for a whole week before you’ll need to go near a plug again.
The device does get a basic camera and FM radio but there’s no long list of features found on phones made by the likes of Apple and Samsung.
The ‘Boring Phone’ has been made after research, commissioned by Heineken, revealed 90 percent of Zillennials across the UK and US confess to doom scrolling while socialising with friends and family; checking their devices seven times each night out on average.
When it comes to the biggest distractions, two-thirds admit to checking social media (62%) when hanging out with others, while over a third (36%) confess to checking work emails.
Heineken says it has now embarked on this partnership to show people that there is more to their social life when there is less on their phone.
Speaking about the gadget, Nabil Nasser, the Global Head of Heineken said, “We could all do with a break from the constant distractions of smart tech; something our research has shown is even more important to our Gen Z and Millennial consumers.
“When we spoke to them about their smartphone usage, we quickly realised that many feel they are habitually distracted when socialising by their device but also admit they didn’t want to go completely phone-free. In creating The Boring Phone we have gone back to basics, we have dialled down the tech to help people truly connect over a beer, without any distraction from the constant buzzing and dings.”
And Lars Silberbauer, CMO of Human Mobile Devices (HMD), Europe’s leading mobile innovator and manufacturer added: “Early in 2023, we spotted something cool with Gen Z in the US. They started cutting down their screen time to feel better mentally, swapping their smartphones for simpler phones. As big fans of unplugging from the digital buzz, we’re super excited about launching The Boring Phone with Heineken and Bodega. It’s definitely going to get people talking when they’re out and about.”
Don’t expect to see the ‘Boring Phone’ in your local tech store, only a limited run are being made for now.
