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 their phones at home. But Gen Z is actively looking for alternatives.
The report found that 28% of Gen Zers intentionally attend phone-free experiences, and 25% buy analog alternatives to digital devices—rates that are both higher than the national average.
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 physical objects over digital ones.
The collectible craze is not fueled by resale value, with more Americans saying they like collecting due to nostalgia, self-expression, and simply for the love of interacting with a physical item.
For brands, investing in the physical space and experience can help bring in a 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 Zers and millennials.
Young customers are not only looking for a space to visit, but also one to linger in—with 3 out of 4 Gen Zers and millennials seeking spaces to sit, work, or meet friends, transforming the retail space into a place to stay.