TREND 11
Crafted convenience
While technology effortlessly simplifies our lives, there’s an emerging appreciation for the art of doing things by hand. Though tech streamlines many daily tasks, people are increasingly finding meaning in the skill, effort and personal touch that come with creating something.
65% value craftmanship and doing things themselves more than relying on automated processes. People are increasingly drawn to products and services that embody this blend of ease and authenticity – innovative tools that simplify life without losing the human touch.
It’s about enjoying the comfort that technology provides while reclaiming the depth and satisfaction that come from crafting something yourself.
This renewed appreciation for craftsmanship is a response to the innate human need for achievement. Creating something by hand or investing in skillfully crafted items brings a deep sense of pride and fulfillment. The sense of accomplishment rooted in human effort and the unique quality that comes with it.
value craftmanship over automation
“With the rise of AI, it’s easy to generate AI images, or as they call it, “AI art”. Personally, I would prefer if this kind of AI output didn’t exist because it’s quite disgraceful, especially to artists like me. I feel offended when AI-generated images are called art, as I truly believe they’re not. They’re simply a collection of images merged and fused together.”
Female, Gen Z, PH
CASE
Lunchables Dunkables - AI vs KI
US - Food & Beverages
In this campaign, Lunchables Dunkables pits kids’ imaginations (K.I.) against artificial intelligence (AI). “A.I. versus K.I.” depicts the results of when AI and children are given the same Dunkables-related artwork prompt, indicating that while children can conjure up fantastical scenarios, AI cannot ‘imagine’ beyond food.
CASE
Lettre - Pen pals
Bangladesh - Media & Entertainment
Lettre revives the art of pen pals, bringing back handwritten letters – with doodles and drawings – crafted on tablets and sent to loved ones. Users can also be matched with pen pals worldwide, sparking new, meaningful connections. This app digitally recreates moments of thoughtfulness, offering a space where communication takes time and care.
“A handwritten letter has a personal touch that reflects the thought put into it. It's more personal, which makes me feel great. If it were created by AI, I wouldn't want it, but for a business letter, I wouldn't mind.”
Male, BB, UK
“I find the greeting cards my sister makes for birthdays, Easter and Christmas very nice. They show a skill that AI could never replicate.”
Male, BB, DE
CASE
The Home Depot - What are you working on?
US - Household care
Through this campaign, The Home Depot empowers DIYers with smart tools for every step – image search, smart paint selection and speedy delivery. With a message of support, it reminds renovators: “You’re not alone; we’ve got this together.”
Balancing the beauty of craftsmanship with the convenience of tech is especially visible amongst younger generations. While Gen Z favor technology for everyday conveniences, they increasingly appreciate products that embody authenticity, skill and character. For them, it’s about blending the best of both worlds: they appreciate the ease of technology but still find meaning in items that carry the unique quality of craftsmanship.
Baby Boomers, on the other hand, lean even more into craftsmanship as an art form, placing higher value on the dedication, expertise and intentionality behind each piece. They see handcrafted items as symbols of quality, tradition, and resilience – a counterbalance to a fast-paced world focused on speed and disposability.
Gen Z
Gen Y
Gen X
BabyBoomers
% value craftmanship over automation
Brand takeaway
What does this mean for brands?
Brands can respond by offering hybrid experiences that fuse modern convenience with artisanal value, highlighting craftsmanship, sustainability and story.
Whether through transparent sourcing, personalisation, or tactile elements in design, brands can foster this connection by showing respect for tradition within modern frameworks.