UK families are embracing smart home technology at a rapid pace, but a new study reveals that many are struggling to cope with the demands of managing multiple connected devices. The research, commissioned by Persil and Comfort, highlights a growing phenomenon dubbed the 'Tech Sandwich Generation' – millennial and Gen X parents squeezed between work, caregiving, and the mental load of maintaining smart homes.
Rising Tech Overwhelm
According to the study, 70% of smart device owners have felt overwhelmed by the need to manage their tech. This includes tasks such as updating settings, troubleshooting, and finding compatible products. Over a third (36%) spend more than an hour each day maintaining their devices, equating to nearly eight hours per week that could be spent on other activities. The pressure is especially acute among parents, with 74% reporting feeling overwhelmed by smart technology, and 42% saying it interferes with quality time with friends and family. Even Gen Z, typically seen as tech-savvy, is not immune: 74% of this age group also feel overwhelmed.
The Smart Appliance Boom
Smart appliances continue to gain popularity, with 31% of Brits planning to purchase a smart device within the next year. Nearly half (46%) believe smart tech improves their quality of life. However, the convenience of connected living comes with new responsibilities. Without the right tools and products, managing multiple devices can become a burden, potentially rendering the technology redundant.
Introducing Smart Series
To address these challenges, Persil and Comfort have launched Smart Series, the first laundry detergent and conditioner specifically engineered for auto dose washing machines. Developed in collaboration with Samsung, Smart Series uses PRO-CISION Technology, which combines advanced stain removal, long-lasting fragrance, and anti-clogging formulations. The product is designed to work in perfect harmony with auto dose machines, delivering precise dosing and maintaining machine health.
One in four UK homes is expected to own an auto dose washing machine by 2030. Until now, no major laundry brand had created products tailored for this technology, leading to issues such as poor cleaning, fading fragrance, and residue build-up. Smart Series aims to solve these pain points, ensuring that the investment in smart appliances pays off.
Campaign and Creative Tease
Persil and Comfort are promoting the launch with a campaign that initially features a fictional humanoid robot named D.O.S.E. (Detergent Optimisation & Smart Estimation), capable of calculating and dispensing the perfect amount of detergent. The campaign reveals that the robot is a creative tease, emphasizing that consumers don't need another device – they need smarter products that work seamlessly with existing technology.
Tati Lindenberg, Chief Marketing Officer for Unilever Home Care, said: 'Smart home tech is reshaping daily life, but many consumers feel overwhelmed by managing it all. The Tech Sandwich Generation wants solutions that simplify, not complicate. Smart Series is designed to work in harmony with auto dose machines, delivering top results every time and taking one more decision off busy households' plates.'
