Pictured: The Donaldson’s care for their toddler, pup, kitten and 16 plants

Samsung Electronics Co., Ltd. has today revealed new research that finds Australians are using smart technology to enhance their everyday lives, with up to 80 per cent of Gen MZs (Millennials and Gen Z) surveyed are using smart TVs, phones, tablets, refrigerators, washer, dryers and vacuums to help care for their loved ones[1]. As smart technology – spanning intelligent products and connected ecosystem solutions – becomes embedded in daily life, new research from Samsung reveals Gen MZ are increasingly interested in finding creative, connected solutions to care for people, pets, plants and everything in between.

The research also found that over a third of Gen MZ feel smart tech makes them feel more assured (38 per cent), secure (37 per cent) and connected (36 per cent). From smart TVs that help families stay entertained and informed, to AI-powered appliances that take the guesswork out of daily chores.

 “Smart technology is redefining the way Australians look after their loved ones and the things they care most about – from kids and parents to pets and plants. Our insights tell us Gen MZ are already embracing smart devices to support daily life, and it’s clear that connected living is no longer a future concept, but a current reality. Through the intelligent power of SmartThings and our open connected ecosystem, we’re helping Australians feel more assured in how they live, work and care for others,” said Phil Gaut, Director – Consumer Electronics, Samsung Electronics Australia.

Smart technology – a growing household necessity

As connected devices becoming increasingly common in Australian households, tech-savvy Gen MZs are at the forefront – collectively spending an average of $9.2 billion in the last year[2].

Gen MZ are harnessing smart technology to support a wide range of care with top 5 being, partners (58%), dogs (52%), children (46%), plants (38%) and cats (31%). Gen MZ are redefining home life with smart, intuitive technology. Turning connected living from novelty to necessity by simplifying busy lives and making homes more responsive to their needs.

Smart technology relieves parenting stress

In the busyness of modern family life, Gen MZ parents[3]are turning to smart tech to bring a sense of calm and control. Over a third (34 per cent) admitting to using smart technology to help organise their day, and stay connected (36 per cent) when caring for loved ones. From streamlining the day to day to entertaining the kids, more than half (53 per cent) of Gen MZ parents reveal they use TVs, phones or tablets as tools to entertain or educate their children, suggesting a willingness for smart technology to assist with parenting duties – and the trend is only growing. In fact, over half of Australian parents  (51 per cent) have spent up to $2,000 on smart devices within the past 12 months with a further 78% planning to invest further on smart technology over the next five years, revealing a strong appetite for connected solutions that can help make caring a little easier.

Creative ways to care smarter for your pets

Samsung’s technology can help cater for unique needs, like those of ‘paw-rents’ who are using smart TVs to entertain their fur babies. A third (30 per cent) of pawrents say they use screen time to keep their pets entertained, or to calm them when their pet is stressed. Cartoons are the go-to genre (37 per cent), followed by music videos (27 per cent) and sports (27 per cent). With a quarter of those using screen time (25%) admitting their pets are movie buffs with feature films preferred.

Beyond entertainment, smart tech is also helping paw-rents create a happy home for their pets (30 per cent). From robot vacuums (used by 26 per cent) to smart cameras and monitors (24 per cent) that allow for them to check in whilst they are out and about. Through open ecosystem platforms like Samsung SmartThings, Gen MZ can bring these devices together – scheduling cleaning, streaming calming content, or receiving pet-specific alerts, all from one app. This level of smart integration is helping Gen MZ pawrents feel more connected to their pets, even when they’re apart.

In addition, city based pawrents use smart technology when caring for their pets (34 per cent) over pet owners in regional areas (20 per cent), despite Samsung research showing pawrents are more incident in regional locations (82% vs. 70% in metro).

A growing generation of plant parents

It’s not just people and pets getting the smart tech treatment – plants (38 per cent) are part of the family too for Gen MZ.

Over a third (38 per cent) use smart technology for watering; room temperature and humidity control (33 per cent); and lighting (29 per cent). With 14% of respondents admitting to using speakers to play music to their plant, with pop and classical popular choices.

Open connected ecosystems like Samsung SmartThings can offer plant parents the ability to bring these functions together – setting up routines that controls the homes temperature, automate lighting schedules, and even cue up music. It’s making plant care simpler, smarter, and more in tune with the needs of every leafy companion.

For Gen MZ, connected living is about practicality – streamlining daily life and making smart homes more responsive to their needs. As this shift accelerates, smart ecosystems are transforming home technology. Devices no longer operate in isolation; instead they work together from smartphones, TVs, refrigerators to vacuums and washing machines. All in all creating a more fluid and efficient experience.

Open smart home platforms like Samsung SmartThings enable Gen MZ to integrate existing technology, making home life more seamless and coordinated. Whether managing routines, caring for loved ones, or tending to pets and plants, connected living is becoming an essential part of modern Australian homes.

For more information, please visit www.samsung.com/au/

[1] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40, in line with the current ABS census statistics. The fieldwork was conducted between 1st to 4th March 2025. Research surveyed Gen MZ Australians who currently care for someone or something and either use or are open to using smart technology to assist in that care. Total sample; Unweighted; base n = 1012

[2] Refers to research commissioned by Samsung and conducted by Pure Profile

[3]   Gen MZ parents are those identified as caring for children between the ages of 0-17

Samsung Electronics Co., Ltd. announced the showcase of its new premium kitchen and lifestyle range as part of a continued drive for a connected home life at EuroCucina 2024. The event, held in Milan, is one of the largest international kitchen events and takes place from 16th to 21th April at Rho Fiera Milano. Samsung will use the event to display how connectivity among multiple appliances — as well as the innovative features of new built-in products — can change everyday home life.

“I’m excited to show attendees what we’ve created at EuroCucina, following ‘Welcome to BESPOKE AI’ global launch two weeks ago,” said Moohyung Lee, EVP and Head of the Customer Experience Team, Digital Appliances (DA) Business at Samsung Electronics. “We believe that connectivity between appliances will elevate consumers’ lives to a new level. Moreover we also want customers to find the diverse features of new built-in products helpful to their daily life. I hope visitors at the booth enjoy these new changes Samsung brings to EuroCucina.”

Samsung’s booth at EuroCucina invites visitors to main zones which consist of the Bespoke AI[1] Built-in Kitchen, recently rolled-out in Australia. Also on display is the Premium Built-in-Kitchen, where three new built-in products will be unveiled for European lifestyles, and are packed with new innovative features.

The Expansion of the Connectivity Across Appliances

The journey at Samsung’s booth starts with the Bespoke AI[2] zone which demonstrates the expansion of the connectivity[3]. It includes the experience of connectivity existing not only in the kitchen, but also in the rest of the home, assisting users’ life to be simple and intuitive, less user input required at home.

The most important part is that the screens enable the appliances to connect with and control other devices, letting users enjoy heightened convenience through the SmartThings ecosystem.

For example, they feature SmartThings 3D Map View, a three-dimensional perspective of the home that locates connected Samsung appliances throughout the house. It streamlines operations such as turning off connected devices and checking their energy usage.

Various scenarios to the real life are ready at the zone as well. In a specific mode like SmartThings Energy Away mode, SmartThings can automatically power off the chosen, specific appliances and devices when users are out of home. Moreover it also introduces energy saving solutions based on SmartThings Energy.

The experience can make users do less while living with more possibilities. Through Calm Onboarding, Samsung lets users’ journey to SmartThings ecosystem more fluent from the beginning.

Built-in Products Cater to Diverse Lifestyles

Across the globe, including Australia, Samsung has further strengthened its brand position by launching built-in models including dishwashers, induction cooktops and ovens, as well as by introducing innovative features such as AI Pro Cooking. They feature AI-applied capabilities and upgraded functionality and provide consumers with great flexibility when configuring their built-in kitchens. The new European-only products include the Built-in Wide Bottom Mount Freezer (BRB6500D), the Anyplace Induction, which was shown at ‘Welcome to BESPOKE AI’ global launch.

Quality and Collaboration Now and Into the Future

Samsung is endeavoring to keep the quality of products and to ensure better outcomes. As such, it has been developing technologies to bring this commitment to the product features such as the Less Microfiber Filter and Cycle, helping to capture microfibers in the water drained from the washing machine[4].

As a part of its continued actions, Samsung showcases its latest efforts to the visitors at EuroCucina 2024. In particular, the company focused on the collaborations utilising SmartThings Energy. Samsung has actively participated in projects that aim to create a Net Zero Home eventually. SmartThings Energy integrates these projects to provide a consolidated control and monitoring of home energy use. It can also synchronise to a program like Demand Response[5] (DR), by automatically adjusting connected appliances’ mode when the DR event is triggered. Samsung is committed to expanding its collaborations across the globe to help customers make progress on the path to an energy-efficient lifestyle.

Five Unique Spaces Bring Essential∙Innovative∙Harmonious to Life

The showcase at EuroCucina also takes places in the midst of Milan Design Week’s Fuorisalone 2024^[6] from April 16 to 21, where Samsung is also displaying its Newfound Equilibrium” exhibition. The exhibit is located at Le Cavallerizze, in the prestigious Leonardo da Vinci National Museum of Science and Technology in Milan, Italy. At the event, Samsung’s Corporate Design Center’s exhibition, “Newfound Equilibrium,” will showcase Samsung’s user-centered design philosophy, “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious.” A multi-sensory, experience with aim to inspire vision for a better future that encompasses the balance between people and technology. To make an impact on attendees, the exhibit will feature media art that awakens the senses — particularly sight, hearing and smell.

[1] AI based features available on select appliances.

[2] AI based features available on select appliances.

[3] Appliances must be connected with SmartThings and registered under the same Samsung account.

[4] Tested at Ocean Wise Plastics Lab on the WW90T734DWH Samsung washing machine model (using a Synthetic cycle, approximately 2kg load of synthetic textile laundry with no detergent, at 40℃, wash rate of 50 revolutions per minute (RPM), motor operation rate of 82% and a spin RPM of 1200). The 98% amount was calculated by filtering drain water which passed through the Less Microfiber Filter through a 50um stainless steel filter, and comparing it against drain water from a wash cycle without the filter installed. Actual results may vary, depending on the wash cycle, type of detergent and laundry materials.

[5] Demand Response (DR) is a program that provides several forms of incentives to customers who shift their electricity demand during peak hours.

[6] Fuorisalone is the set of events held in different areas of Milan during Milan Design Week.