A new study from The Harris Poll and Quad throws a wrench into the digital-first mindset that’s dominated marketing for the last decade. While 81% of Gen Z say they wish it were easier to disconnect from their devices, they’re also the most likely to plan entire trips around hyped retail stores.
Titled “The Return of Touch,” the report captures a growing appetite for brand experiences that feel human, tangible, and worth showing up for. From print mail to pop-ups, Americans, especially younger consumers, are expressing a desire for physical interaction in an increasingly virtual world.
Scroll fatigue, real-life cravings
The study reveals a population inching toward digital burnout: 81% of Americans believe regular digital detoxes should be the norm. When asked to choose between a completely in-person or fully digital social life, 78% picked real-life interaction.
Yet, this isn’t a rejection of tech, it’s a call for better balance. Today’s consumers aren’t asking brands to stop being digital — they’re asking them to be more intentional by blending the physical with the digital. As a result, the online will be meaningful and the offline magical.
Touch still sells
The assumption that younger generations are glued to screens is proving false, as 86% of Gen Z and Millennials say touching and feeling products is essential to their purchase decisions.
Yes, online shopping is efficient, but 79% of respondents say it lacks the thrill of discovering something in person. This “tactile renaissance” is giving in-store retail fresh relevance, not just as a channel, but as an emotional experience.
Print, long dismissed as outdated, is also quietly making a comeback. Around 75% of Americans say brand catalogues feel more authentic than digital ads. Even more surprising is that 78% of Gen Z and Millennials say direct mail has driven them into a physical store.
Consumers expect online convenience and offline connection. They want to browse digitally, touch physically, and engage across channels without feeling like they’re switching contexts. The data reveals just that:
- 84% of Gen Z and Millennials value brands that seamlessly blend digital and physical experiences
- 72% wish more brands would surprise them via physical mail
- 63% have literally planned a trip around visiting a branded retail location or pop-up.
Brand experiences of the future involve all of the five senses: touch, sight, sound, space, and presence. That means brands will need to focus on more strategic use of direct mail and more investment in physical spaces. Finally, more thoughtful integration of tech that enhances, not replaces, the real world.