"Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," EMARKETER analyst Sarah Marzano said on a recent episode of "Behind the Numbers." But it's not just advertising that's shifting, younger consumers are actively seeking ways to disconnect from their devices and engage in physical experiences, prompting brands to rethink how they reach audiences.

This surge reflects a broader cultural shift as Gen Z and Gen Alpha trade digital feeds for real-world connections.

Quitting social media

Over half (52%) of Gen Zers tried quitting or cutting back on social media in 2025, placing it above fast food, sugar, and alcohol, according to November 2025 Check My Insurance data.

The desire to disconnect is clear, but execution remains challenging. Nearly 60% of Gen Z say social media has had a negative impact on their generation, according to 2024 Harris Poll data. Just 17% of Gen Z have never taken any steps to limit their usage, with the majority attempting to reduce screen time through unfollowing accounts, deleting apps, or disabling notifications.

The addiction is real, but so is the awareness.

"It's an addiction, but it's also inescapable because that's the way in which we function with the rest of the world now," said our analyst Paola Flores-Marquez. For Gen Z, social media serves as entertainment, discovery, communication, and work—all in one device that lives in their pocket.

The challenge of actually logging off

Despite widespread desire to disconnect, true digital detox remains elusive. Between smartwatches, Oura Rings, and other wearable technology, "there's really no such thing as logging off anymore," said our analyst Suzy Davidkhanian.

Logging off increasingly means supplementing digital habits with analog activities rather than complete disconnection.

"I think Gen Z-ers are, well, again, Gen Z-ers are a majority adults, and so I think now they have the means to seek out and invest more in physical hobbies now," Flores-Marquez said, citing pottery classes and in-person events as examples.

Retailers and consumer brands are responding to digital fatigue with physical activations and community-building initiatives:

• Levi's operates tailoring and customization studios where customers can learn DIY techniques and personalize their clothing

• L.L.Bean launched its fifth annual "Off the Grid" campaign for Mental Health Month, featuring limited-edition analog totes and customizable outdoor gear

• Ulta Beauty hosted a concert for loyal members at a major stadium

"Stores are 80% of sales," Davidkhanian said. "Absolutely retailers and brands have to find different ways of getting people off their couches and into stores."

These activations offer brands direct consumer insights in real time.

"There's the added benefit of actually understanding your audience in real time, you know, getting all those insights, being able to connect at that level without having to wait," Sevilla said.

Tech platforms and the problem

Even digital platforms are encouraging users to spend less time scrolling. Pinterest is positioning itself as a place to find inspiration online so people can live offline, while dating app Bumble is ditching its swipe feature in favor of AI-driven matchmaking to combat Gen Z dating app fatigue.

"The faster that they jump on acknowledging that and sort of encouraging more responsible usage, the faster that they either retain or regain consumer trust," Flores-Marquez said. "Because right now everyone's feeling like it's kind of predatory."

YouTube Shorts limits viewing time for younger users, and various platforms now offer tools for parents to restrict engagement.

"They're doing that to avoid the liability, especially since there's clear connections to mental health," said our analyst Gadjo Sevilla.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.