Pulp Magic

NOVEMBER 6, 2015

Parents’ Technology Crisis and the Reassurance of Paper

In September’s issue of Southern Living, actress Reese Witherspoon talked to former first daughter turned reporter, Jenna Bush, about her new retail adventure called Draper James which, given Witherspoon’s penchant for writing thank you notes includes, among other things, stationery. When asked directly by Bush about whether Witherspoon’s children write thank you notes via text or letters, Witherspoon emphasizes written communication. “I make them write letters,” says Witherspoon in the interview. “Every gift gets a note or drawing. It means so much when kids are appreciative.”

Not only is this typical of the Expressive consumer we are trying to reach with the Paper & Packaging – How Life Unfolds™ campaign, but I suspect it is also further touching a chord with parents who are on the front lines of trying balance how much technology is in their children’s lives. A new report by Common Sense Media shows tweens spend almost six hours a day on “entertainment media,” and, for teens it’s even higher at almost 9 hours.

For many parents this is a huge dilemma as CBS This Morning captured in a news piece about this trend? What’s a parent to do?

Even TV ads from Verizon FIOS poke fun at the dilemma of turning off devices. The ads show TV actress, Rashida Jones (Parks and Recreation, Boston Public and The Office), and her internet-obsessed mother, who is supposed to be spending “quality” time with her daughter but can’t because her internet connection is too slow.

It is in this landscape that Paper & Packaging – How Life Unfolds™ is reminding families and those who care about the important role paper and packaging play of the value of creating authentic connections.

The timing could not be better.