Gen Z is bringing back something the digital age was supposed to replace
For the generation that grew up with devices at their fingertips and social media as an extension of their life, a new shift is pushing Gen Z away from the screen and toward the real world. A 2026 report by Quad and The Harris Poll explored how consumer behavior is changing in favor of physical experiences, finding that “real is the new premium.” The shift seems to be driven by fatigue from…
As the digital age continues to evolve, a new generation is steering society away from screens and back to the real world. A recent report reveals that Generation Z is leading this movement, actively seeking physical experiences and analog alternatives to digital devices. According to the survey conducted by Quad and The Harris Poll, a significant portion of Gen Z feels drained from constant screen time, with 49% reporting fatigue from social media and 74% wishing to disconnect from devices more easily than older generations.
In response, 28% of Gen Z intentionally attends phone-free experiences, and 25% purchase analog alternatives to digital devices, a trend that eclipses the behavior of the general population. The shift towards physical experiences resonates across American consumers, with 80% of Americans drawn to engaging in real-world activities that don't revolve around screens.
This trend is further fueled by a growing interest in physical collectibles, such as sneakers, toys, and trading cards, with Gen Z finding more connection to the real world through these tangible items. Brands are also taking notice, investing in creating appealing physical spaces that cater to the preference of Gen Z and Millennials for socializing, working, and simply lingering in-store environments.
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