LG's new global campaign spotlights the mental load of modern life and shows how LG AI can help ease itLG Electronics (LG) launched its 2026 Life's Good campaign under the key message "Free up your mind." The campaign explores how LG AI can help reduce the mental load of everyday life by quietly taking care of routine demands, creating more room for people to focus on what truly matters.
The campaign arrives at a time when people work harder than ever to keep everyday life running, yet increasingly struggle to switch off from its demands. According to LG survey findings, people spend nearly a quarter of the year burdened by mental load — the equivalent of 87 days a year. Mental load is the invisible burden of constant information, countless micro-decisions and everyday demands. For many people, mental load follows them home, occupying their minds even during moments of rest and recharge.
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