Human Mobile Devices launches new “Shut the Phone Up Sunday" initiative to combat digital fatigue in 2025

• The brick is back - Human Mobile Devices reports double-digit growth of feature phone sales for two consecutive years across the globe, thanks to the burgeoning Flip Phone trend

• This year, HMD invites you to reclaim your Sundays with ‘Shut the Phone Up Sunday’: a new initiative designed to help people digitally reset and escape notifications once a week

• Detox expert and entrepreneur Arne Mathiesen reveals his top tips for taking a digital detox this year

• HMD has created ready-to-use, downloadable ‘out of offices’ to use on social media when you want a break, available at www.hmd.com

February 2025 – As the digital detox movement continues to gain pace, Human Mobile Devices (HMD) launches “Shut the Phone Up Sunday”: an initiative designed to help people reclaim their time and mental clarity by taking a break from their smartphone.

Despite the overall feature phone market being in decline, HMD has gained market share for two consecutive years reporting double digit growth again in 2024 vs 2023. As more people are picking up dumbphones, HMD is encouraging consumers to flip the switch and go offline this year for at least one day a week - a move that aims to combat digital fatigue, tackle smartphone overuse and encourage real-life connections.

Consumers can choose to take part by swapping their smartphone for a feature phone, using a smartphone with detox mode or, if they feel up for it, they can brave it and go completely phone-free every Sunday to reclaim a digital day of rest and develop good habits with technology.

The move comes hot on the heels of a rising cultural shift that began in the US in 2023, especially among Gen Z. The “dumbphone” trend has gained significant traction as young people, dubbing themselves “screenagers,” began calling for a return to simpler, distraction-free devices. A TikTok hashtag, #bringbackfliphones, garnered a staggering 61 million views, highlighting the growing desire to break free from the overbearing grip of modern smartphones.

Following this surge in demand, Human Mobile Devices reignited interest in the Flip Phone market with the relaunch of the Nokia 2660 Flip in fresh, youthful colours – Pop Pink and Lush Green – in 2023. The new design was a smash hit in the European market, selling out quickly upon its debut. In fact, sales of flip phones alone skyrocketed by 100% in the fiscal year 2022/2023, doubling in just one year globally.

Building on this momentum, the Nokia 3210 made waves in China, selling out multiple times due to its universal appeal across various demographics: students and backup phone users. The success of these devices demonstrates a renewed appetite for a simpler, more purposeful phone experience. And in 2024, HMD’s collaboration with Mattel resulted in the launch of the HMD BarbieTM Phone – a flip phone – which sold out almost immediately in both the US and the UK.

One of the most popular HMD phones to take a vacation from your smartphone is the HMD Barbie™ Flip Phone, which sold out repeatedly in 2024. The bold pink device comes with two interchangeable covers inspired by iconic Barbie™ styles, so you can switch up your vibe daily. And add your personal touch with stick-on crystals, retro stickers, and a pastel beaded strap featuring charms like Malibu roller skates and chic 1959 sunglasses. Packed in a Barbie™ x HMD jewellery box, it’s as fun to unbox as it is to use. Plus, with Barbie-themed wallpapers, icons, self-care reminders, and relaxing ringtones, it’s a digital haven that’s stylish and uplifting.

At the core of HMD’s strategy is the Better Phone Project, an initiative launched in July 2024 to co-create a solution for those seeking a healthier relationship with technology. Parents, educators, and governments are all seeking ways to mitigate the negative impacts, which is why Human Mobile Devices is committed to creating devices that support healthier digital habits.

HMD’s impressive global performance in the feature phone market throughout 2024 further cements the demand for a simpler, more mindful approach to connectivity. With double-digit growth of HMD’s entire feature phone category – not just flip phones – with millions more devices sold compared to 2023, the feature phone category is seeing a resurgence – across all age groups – as consumers seek out functional, yet fashionable, alternatives to smartphones.

The "Shut the Phone Up Sunday" initiative kicks off this February 2025, and HMD is encouraging people everywhere to disconnect, recharge, and enjoy the benefits of a digital detox on Sundays in 2025. Participants are invited to switch from a smartphone to a feature phone or disconnect entirely for a peaceful Sunday that prioritizes self-care and well-being.

To help people step away from their smartphones, HMD has partnered with Arne Mathiasen, entrepreneur and owner of Dumbphone.dk (a group that works to teach young people in Denmark the benefits of being online less) to reveal his top five tips to Shut the Phone Up this year:

1. Don’t go it alone. Try disconnecting with someone else, as a family for example, or with a group of friends. It’s much easier to take the first step if you’re surrounded by others who are embarking on the experience with you

2. Don’t rely completely on your own willpower. Even with the best will in the world it can be all too easy to fall back into old habits. Remove as many temptations as possible, whether that be putting away your smartphone entirely and swapping to a feature phone, or enabling a detox mode that limits your access to certain apps

3. If you’re worried about missing important phone calls, put your existing sim card into a feature phone when you want to take a break. That way you’ll have the peace of mind that you’ll still be able to make or receive those calls, without sacrificing your detox

4. Accept that you may feel uncomfortable at first. We’ve become used to keeping these feelings at bay by scrolling on social media, but the discomfort will pass, and you may find yourself experiencing a different, calmer state than before

5. The more resistant you feel to the idea of a digital detox, the more you may actually stand to gain from it. We’ve become reliant on our smartphones thanks to today’s modern world, but taking a break is a healthy way to reconnect with the world beyond our screens

Participants in the ‘Shut the Phone Up Sunday’ initiative can download a free, digital ‘out-of-office’ to use on their emails, social media or text messaging services to let people know that they’re taking a digital break. To find out more and download the ‘Shut the Phone Up’ out-of-office, visit www.hmd.com.

You can also use code SHUTOFF20 from Tuesday 11 February 2025 for 20% off feature phones on HMD.com. ¹