The Digital age, artificial intelligence, VR – now, if I’d had a pound for every time I’d heard these words I’d be sunbathing on a yacht, with champers in one hand while the other was getting a manicure, cruising through the south of France. Unfortunately, that’s not that case as more and more we see these terms as a part of our daily lives. We’re officially obsessed with technology and it’s a notion that hasn’t gone unnoticed, as recently The Guardian reported that the Children’s commissions had warned parents that they must intervene to stop children spending too much time on social media. It’s certainly not a bad thing that technology is changing our lives, however I think often we can take a step back.

Imagine life without Google Maps; getting from A to B is often not as smooth, but you still get there. Imagine life without your phone; getting in touch with someone isn’t easy but it’s doable. Imagine life without your laptop; good old-fashioned pen and paper springs to mind.

Research by British psychologists suggests young adults (those aged 18 to 35) spend on average as much as five hours a day glued to their smartphone. As a result, we’re often so absorbed with the technology around us that we forget we don’t need to rely on it – it’s time to go on a digital detox. I think the same can go for businesses, brands, agencies, advertisers and beyond. When reaching out to audiences sometimes all it takes is a face-to-face conversation over coffee or a poster on a billboard to get your message across. Used in the right way, at the right time, it can have just as much impact as the latest gadget.

So, although embracing technology is the future, taking a step backwards every so often could do a world of good.