The People Yearn For Analog: Why “Touching Grass” Is About to Become a Strategy

When was the last time you touched grass? 

Both in the literal sense, and the online slang sense meaning “get off your phone and re-enter the real world for a minute”? Telling someone to “go touch grass” is the modern-day “get a grip” or “you need a reality check.” It’s a reminder that outside of our screens, there’s a world to explore, connections to be made, and experiences to be shared. But while it used to be considered an insult to say “go touch grass,” it’s possible that we’re shifting into a new era. 

Moving onto greener pastures, if you will. 

Despite the rapid advances in technology—namely AI (and yes, these em dashes are my own)—there’s been an uptick in desire for a more analog life. Opportunities to step away from the digital world feel few and far between, and it’s starting to affect our brains. According to a February 2025 survey, 81% of Gen Z adults and 78% of millennial adults were feeling digitally exhausted, wishing they could unplug from their devices. And, according to the 2025 Pinterest Summer Trend Report, searches for “digital detox ideas” were up by 73%. There are a few different driving factors behind this desire to unplug. Nostalgia, the influx of news on our devices, and mental health concerns, and a healthy dose of media skepticism all play a role. 

So what does this mean? Digital is out? Analog is in? Fire up that AM radio, baby, because we’re headed back to the good ol’ days?

Not quite. But it does mean brands will need to be more intentional with how they operate. And it starts with one very important quality. 

Trust. 

What does “analog” really mean in this context?

It would be silly to think that people were going to throw away their phones, tablets, laptops, watches, smart fridges, and whatever the heck else allows you to connect to the internet these days. At this point it’s impossible to completely disconnect, so we need to dig deeper into what it is that people are looking for. 

At the core of it all, people are craving authenticity. People are starved for ways to counteract the paradox of choice. They want an experience they can trust. When someone is physically experiencing something for themselves, they don’t have to wonder if it’s AI-generated or a scam or clickbait. It’s there. They can touch it. They can validate it on their own. 

Put simply: analog means authentic experiences a consumer can trust.

Why brand becomes even more important

Brands will never be humans, but they can certainly have human qualities. Empathy, for starters. Values that resonate. A consistent personality that allows for connection. The reality is, it’s no longer enough to just appear on someone’s feed. You have to build a relationship with that person over time and multiple touchpoints in order for them to trust you. You have to nurture before you can convert—and the best fertilizer for that nurturing is authenticity.   

Which, to be clear, is a choice. 

Your brand can’t just say “we’re good, trust us!” First off, you sound like undercover cops (and bad ones, at that). But second, when was the last time you actually trusted someone or something that just shouted their credentials? On a recent episode of the REAL TIME podcast, we were speaking with an influencer-turned-REALTOR®, Katie Hession, who was sharing tips on how to authentically exist on social media. She managed to sum things up with a  question that I think every brand should consider. 

“Let's say you're invited to a dinner party. You're not going to walk in there and tell people immediately what house you have for sale, or are you looking to buy a house, or here are all the stats. That's boring. It's not really how you start a conversation. Look for ways to start a conversation that would build trust.”

There is effort behind brand authenticity the same where there’s effort behind person-to-person relationships. Consumers are scrutinizing brands more closely in 2026, looking for organizations that align with their own way of thinking and offer definitive value to their lives. When it comes to authenticity, the onus of proof is always on your brand’s shoulders. 

How you can use “touch grass” as part of your strategy

Again, digital innovation is not going away. There will always be value in your online presence, your media placements, and your ability to connect through a screen. 

But in addition to those elements, it would behoove (great word) you to look at ways you can lean into the analog of it all to give people the chance to touch grass. 

Quality content creation

Know what goes hand in hand with authenticity? Storytelling. It’s the root of human connection and what can help your brand stand apart from others. If you want people to engage with your brand and build an emotional connection, you need to give them quality content. It’s not directly analog—they’ll still need to be online—but spending five or six minutes with a quality blog or video that captivates them is a much more intentional experience than watching 150 TikToks in that same timeframe. Consider things like:

• Opinion pieces or guest bloggers sharing the personal experience with your brand or destination. Allow human connection to flow naturally through unique perspectives and experiences. 
• A video series that features local activities—and the faces behind them— in your city. This supports local businesses, providing marketing reach they may not have been able to achieve otherwise, and position you as a brand that cares not only about your community, but also providing the best experiences to visitors.
• Team member profiles, humanizing the people behind the brand and making things feel more personal. Santina Rizzi become an internet sensation being the face behind the channels for plastic surgeon Dr. Miami. Comments were flooded with “how did Santina get this approved” or “Santina is really killing it with this.” Reminding consumers that there’s a face to everything created by your brand is a great way to develop trust. 
• A dedication to real humans telling real stories, no matter the medium. The once-prolific platform Buzzfeed is now on the brink of bankruptcy, in part due to their pivot to AI-generated content. Empathy-driven, human-created content will always win out.

Increased analog experiences

Sometimes referred to as “soft travel” or “calm-cations”, unplugged vacations saw an uptick in 2025. These soft travel experiences prioritize wellness and relaxation, which includes digital detoxes and a slower pace. Whether you’re a destination that’s curating a series of events for the upcoming season, or a local brand hoping to grow your presence in the community, consider activations that allow people to gather, connect, and enjoy with limited technology. Think things like: 

• Scavenger hunts across the city using paper maps and digital cameras (which Gen Z are bringing back, by the way). Work with local businesses to create itineraries that incorporate different shops, restaurants, and attractions, and require visitors to gather stamps, photos, signatures, or flyers from each location to qualify for some type of prize.
• Crafting or other phone-free gatherings. There’s been a 1,200% increase in searches for yarn/knitting kits, alongside a rise in embroidery, pottery, and puzzles searches. Give the people what they want! Rough Draft Events & Goods in Ottawa hosts 10-20 events a month, focusing on a specific niche and building community within it.
• Curated itineraries on how to spend a phone-free day in your city. Plan “analog” itineraries for the mom looking to unwind, the couple enjoying their anniversary, the family focused on creating memories, or a corporate retreat set on team-building. Take away some decision fatigue and present an already-planned-out experience that brings people around your destination relatively phone-free. 

Effective, integrated campaigns

Once you have content and more analog events or offerings, you’ll need ways to share them. Even though it might feel weird to use digital campaigns to promote analog events, they still play a massive role for your brand. People will discover you online, but engage with you in person. Campaigns that leverage both digital and analog methods for advertising, combined with a curated messaging framework that exudes authenticity, is how you’re going to win people over. Marketing yourself as “the place you can unplug” or acknowledging everyone’s digital burnout shows you know your audience, you’re in touch with what’s happening in the real world, and you’re actively trying to find solutions to the problem. 

Where you can go wrong

The draw towards analog feels strong right now. People are yearning to disconnect. It can be tempting to throw all your eggs into this proverbial basket in order to really lean into the trend. But that’s just what it is—a trend. Sure, many of these elements might stick around for a while. Human connection will always work its way to the top. But there’s still a danger of swinging the pendulum too far in one direction. 

It ultimately comes down to intentional brand decisions. Does leaning into analog make sense for your brand? For your audience? It might! And that’s where really knowing the core of your brand’s existence will set you apart from all the rest. 

Brand is our bread and butter. We know it, we love it, we live it. And because of this, we know that the best brands are agile in how they operate. Get in touch today and let’s make your brand something that people trust.