LG's 2026 Life's Good campaign shows how LG AI can help Free Up Minds for what truly matters
News Summary
SYDNEY, OCTOBER 12, 2026 — LG Electronics (LG) highlighted the growing challenge of mental load through its 2026 Life's Good campaign, showing how LG AI can help reduce everyday burdens and free up people's minds for what matters most.
As World Mental Health Day approaches, conversations around mental well-being are becoming increasingly important. Yet many people continue to struggle with mental load, the invisible burden created by constant information, countless micro-decisions and everyday 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.*
How LG addresses mental load
Responding to the growing impact of mental load on everyday life, LG's 2026 Life's Good campaign was built around the message "Free Up Your Mind." Aligned with LG's vision for a Zero Labour Home, the campaign highlighted how LG AI can help reduce not only physical effort, but also the mental burden of household tasks and everyday demands by reducing the time and effort required to manage them.
Campaign in action
The campaign was brought to life through a range of activations. At its centre was a hero film featuring a real family experiencing mental load. Family members shared how the constant demands of household responsibilities and family life could feel mentally overwhelming. As LG AI quietly takes care of routine demands in the background, the film showed how families could enjoy more meaningful moments together.
The campaign reached consumers across 53 markets and generated more than 3 billion content views through hero content, creator collaborations, social storytelling and local activations.
LG partnered with board-certified psychiatrist Dr. Judith Joseph to bring expert perspectives on mental load to the campaign through expert-led content and media initiatives.
The campaign also offered the Mental Load Test, encouraging people to better understand the mental load they carry. The test attracted more than 570,000 participants.
Innovation that makes Life Good
"Over the past four years, the Life's Good campaign has demonstrated how innovation can enrich people's lives in meaningful ways," said Kim Hyo-eun, head of LG's Brand Management Division.
"As AI becomes increasingly integrated into everyday life, its role should extend beyond convenience and efficiency. The most meaningful innovations are those that reduce invisible burdens and give people back the time and attention often consumed by everyday demands."
Through its 2026 Life's Good campaign, LG demonstrated a more thoughtful approach to AI, one that helps ease mental burden and supports everyday well-being, creating more room for people to experience Life's Good.
To learn more about the campaign, visit lg.com/au/lifesgood/.
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* Survey Methodology
Timings: Fieldwork conducted from April 24 – 28, 2026, via Focaldata
Countries: 3 – US, UK and Australia
Age: 18–64
Sample size: 3,165 respondents (a minimum of 1,000 per market), nationally representative by age, gender and region.
Note: Survey results reflect respondents’ perceptions and do not constitute clinical or scientific evidence of health benefits
About LG Electronics, Inc.
LG Electronics is a global innovator in technology and consumer electronics with a presence in almost every country and an international workforce of more than 75,000. LG’s four Companies – Home Appliance Solution, Media Entertainment Solution, Vehicle Solution and Eco Solution – combined for global revenue of over KRW 89 trillion in 2025. LG is a leading manufacturer of consumer and commercial products ranging from TVs, home appliances, air solutions, monitors, automotive components and solutions, and its premium LG SIGNATURE and intelligent LG ThinQ brands are familiar names world over. Visit https://www.lg.com/au/about-lg/press-and-media/ for the latest news.
Media Contacts:
Australia Comms Team
E. auscomms@lge.com
Paula Restrepo
Senior Communications Manager
E. Paula.Restrepo@lge.com
M. +61 458.302.745
Sophie Liu
Communications Specialist
E. Sophie.Liu@lge.com
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