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LG Electronics has launched its 2026 Life’s Good campaign with a new message, “Free up your mind,” showing how the company’s AI-powered products can help reduce the mental load of everyday life by quietly handling routine tasks.

The campaign comes amid rising concerns about the invisible burden of constant information, micro decisions and daily responsibilities. According to LG’s survey conducted in April 2026 across the US, UK and Australia, people spend the equivalent of 87 days a year under mental load, with respondents reporting an average of 27 mental load interruptions during waking hours.

Kim Hyo-eun, head of LG’s Brand Management Division, said technology should help people reclaim time and attention. “As technology becomes part of everyday life, it should quietly help people enrich their lives,” she said, noting that the Life’s Good campaign is now in its fourth year.

The campaign’s hero film follows a family stepping away from daily demands for one evening, capturing small moments often crowded out by mental load – including spontaneous conversations and shared meals. LG said the film invites viewers to consider what they might make room for if they could set their mental load down, even briefly.

Product-focused films featuring LG WashTower, LG Styler, LG OLED, and LG DUALCOOL show how LG appliances can reduce everyday mental load by managing routine tasks in the background.

LG is also offering an interactive experience that lets people reflect on their mental load by answering a series of questions. The company said making this “invisible burden” more visible could help people free up their minds to experience “Life’s Good.”

The survey found that 51% of respondents said mental load affects their sleep, while 49% said it impacts their physical health. Many respondents said they miss the freedom to be spontaneous, noting they would spend unplanned time with loved ones or enjoy quiet moments if relieved of daily pressures.

Dr Judith Joseph, a board-certified psychiatrist and 2026 TIME100 Creator, said unshared domestic tasks are a “silent trigger for emotional exhaustion.” She added that easing mental load with intelligent technology can help people reclaim joy and human connection.

The study found that unpaid responsibilities at home contribute more to mental load than paid work. Nearly 73% of respondents believe the right household technology could help reduce mental load, especially solutions that proactively manage routine tasks without constant attention.

LG said these insights align with its Affectionate Intelligence vision and the campaign’s message: Free up your mind. Life’s Good.