81% of Gen Z report wishing it was easier to disconnect from digital devices

Core Insights - The study by Quad and The Harris Poll reveals a significant consumer shift towards valuing physical, in-real-life (IRL) brand experiences, indicating a need for brands to blend online and offline touchpoints to enhance engagement [1][4][10] Consumer Preferences - 81% of Gen Z express a desire for easier disconnection from digital devices, highlighting a trend towards IRL experiences [2][7] - 78% of Americans prefer a completely in-person social life over a digital-only one, with 84% of Gen Z and Millennials valuing brands that integrate technology with physical experiences [7][8] - 76% of surveyed Americans believe that physical retail experiences foster deeper connections with brands [8] Marketing Strategies - The survey suggests that brands should adopt omnichannel marketing strategies to create impactful sensory interactions, meeting consumers both in-store and online [2][3] - Positive tactile experiences can enhance brand value, with in-store exposure being critical for driving purchases [5][10] - Print marketing remains effective, with 65% of Americans looking forward to receiving catalogs, and 71% feeling that print conveys authenticity [8][9] Retail Trends - The concept of "Retail Tourism" is emerging, with 63% of respondents planning trips specifically to visit retail stores or brands [12] - Consumers are increasingly seeking unique, Instagrammable store designs, with 62% of Gen Z and Millennials stating that such designs influence their shopping decisions [18] Brand Engagement - 78% of Gen Z and Millennials report that physical mail prompts them to visit physical stores, indicating the importance of integrating various marketing channels [9] - The research emphasizes the importance of tactile experiences in marketing, coining the term "Return on Touch" to describe the potential benefits for brands [10]