Gen Z seeks escape from screens

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…

Report finds real is the new premium

A two thousand twenty-six 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.

“real is the new premium”

Digital fatigue drives the shift

The shift seems to be driven by fatigue from scrolling, texting, emailing, and using AI tools. Forty-nine percent of Gen Z polled report feeling drained from scrolling on social media.

Gen Z wants to disconnect

Seventy-four percent of Gen Z say they wished they could more easily disconnect from devices. Nearly a third of older generations agree with the sentiment.

Americans cutting back on screen time

Americans are taking different steps to cut back on screen time, from deleting apps to leaving their phones at home. But Gen Z is actively looking for alternatives.

Gen Z seeks phone-free experiences

Twenty-eight percent of Gen Zers intentionally attend phone-free experiences, and twenty-five percent buy analog alternatives to digital devices. Both rates are higher than the national average.

Americans drawn to real-world experiences

Around eighty percent of Americans said they are drawn to real-world experiences that do not revolve around screens. The shift is fueling interest in collectibles and physical objects.

Collectibles include sneakers and trading cards

The shift is fueling an interest in collectibles and physical objects like sneakers, toys, and trading cards. These items represent a return to tangible consumer goods.

Gen Z feels connected through collecting

Seventy-nine percent of Gen Z say they feel more connected to the real world by collecting objects. This marks a significant shift in how the generation defines connection.

“79% of Gen Z say they feel more connected to the real world by collecting objects”

Americans prefer physical over digital

Eighty-four percent of the general population says they prefer physical objects over digital ones. This preference spans across age groups and represents a broader cultural shift.