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 scrolling, texting, emailing, and using AI tools. While nearly a third of older generations agree with the sentiment, Gen Z is leading in fatigue, with 49% of those polled reporting they feel drained from scrolling on social media, and 74% saying they wished they could more easily disconnect from devices.
Americans are taking different steps to cut back on screen time, from deleting apps to leaving the phone at home. But Gen Z is actively looking for alternatives.
The report found that 28% of Gen Z intentionally attend phone-free experiences, and 25% buy analog alternatives to digital devices—both rates higher than that of all Americans polled.
Opting for physical experiences and non-digital objects seems to be part of a wider trend for American consumers. In fact, around 80% of Americans said they are drawn to real-world experiences that don’t revolve around screens.
The shift is also fueling an interest in collectibles and physical objects like sneakers, toys, and trading cards. For instance, 79% of Gen Z say they feel more connected to the real world by collecting objects, while 84% of the general population says they prefer the physical over the digital objects.
The collectible craze is not fueled by resale value, with more Americans saying they like collecting due to nostalgia, self expression, and just for the simple love of interacting with a physical object.
For brands, investing into the physical space and experience can help bring in the new wave of customers. The report found that 63% of Americans may visit stores due to the design alone, with the percentage rising to 76% for Gen Z and Millennials.
Young customers are not only looking for a space to visit, but also one to linger in—with three out of four Gen Z and Millennials seeking spaces to sit, work, or meet friends, transforming the retail space into a place to stay.
