#USA #Gen Z #Wisconsin #Millennial #Hybrid Marketing

Disconnecting from Digital: A New Era for Brands

A recent survey conducted by Quad/Graphics, Inc. and The Harris Poll has emphasized a significant shift in consumer behavior among younger generations, particularly Gen Z. The study, dubbed "The Return of Touch," revealed that 81% of Gen Z respondents expressed a desire for a more straightforward way to disconnect from their digital devices. This sentiment isn't just a passing trend; it reflects a growing movement towards re-establishing in-person connections and experiences in a world increasingly dominated by screens.

The Need for Tangible Experiences

The implications of this survey are profound for brands looking to engage with today's consumers. The findings indicate a preference for tactile, sensory interactions over purely digital experiences. Around 78% of Americans would rather have a social life that is entirely in-person as opposed to one that exists solely in a virtual realm. Gen Z and Millennials, in particular, value brands that can seamlessly integrate technology while providing those essential physical experiences.

The Importance of Physical Touchpoints

According to the research, 84% of Gen Z and Millennials noted that brands blending digital and physical interactions are viewed more favorably. Additionally, 79% of respondents acknowledged that while online shopping is efficient, it lacks the charm and exploratory spirit of physical retail. The survey demonstrates an ongoing realization that real-life experiences cannot be fully replicated online.

Over three-quarters (76%) of those interviewed stated that physical retail experiences deepen their connections with brands and people. In a world where efficiency often trumps experience, this survey serves as a poignant reminder of the value of face-to-face interactions.

Bridging the Digital Divide

For marketers, this presents an opportunity to adopt omnichannel strategies that connect consumers both online and offline. For example, 86% of Gen Z and Millennials reported that the ability to touch and feel a product significantly influences their purchasing decisions. The same group suggests that brands that augment physical shopping with digital conveniences—rather than replacing them—are more appealing.

Navigating this landscape requires brands to craft experiences that highlight human connection, whether it's through a pop-up shop or an interactive in-store display. Libby Rodney, Chief Strategy Officer of The Harris Poll, aptly noted, "What’s fascinating about this research isn't simply a pandemic-driven return to physical retail...Today’s consumers want brands to blend digital convenience with meaningful physical experiences."

The Role of Print Marketing

The longing for physical interactions extends beyond traditional retail. The survey also showed that 65% of Americans enjoy receiving catalogs from brands, and 71% feel print offers a more authentic connection. In fact, 72% of Gen Z and Millennials wish brands would surprise them with mail promotions or catalogs. The data indicates that tangible forms of marketing such as print can drive in-store visits, with 78% of Gen Z and Millennials stating that physical mail prompted them to check out a physical store.

Fostering Customer Loyalty Through IRL Engagement

Incorporating physical experiences—through in-store interactions to tactile mailings—can increase brand loyalty and deepen consumer engagement. Quad’s Chief Marketing Officer, Josh Golden, emphasizes the importance of sensory experiences and highlights a new marketing metric they refer to as Return on Touch. This highlights the potential benefits when brands effectively connect with consumers through both in-person and digital channels.

Embracing Retail Tourism

The survey also suggests the emergence of a trend termed retail tourism, where consumers are willing to travel specifically to visit unique or popular retailers. 60% of Gen Z and Millennials enjoy waiting in line for exclusive shopping events, while 62% claim that innovative store designs heavily influence their shopping choices. Following an engaging in-store experience, many of these consumers are likely to revisit the store or speak with others about their experience. This generates organic promotion and can even drive traffic to a brand’s online store.

Conclusion

As brands continue to grapple with the digital landscape, the findings from this survey are vital. They illustrate a clear consumer desire for a blend of digital and in-person experiences, signaling a transformative moment in marketing. To remain relevant, brands must adapt their strategies to meet this growing demand for authentic, tactile engagement, ultimately leading to stronger consumer relationships. The future of consumer interaction appears not only to be about the digital realm, but rather a holistic approach that integrates both digital convenience and meaningful, in-real-life touchpoints.