Press Kit: The Return of Touch
Download the latest research, infographics, expert quotes and other exclusive content across the “return of touch” movement.
Table of contents
Overview
In 2007, the launch of the iPhone redefined what it meant to touch technology. Today, screen-fatigued consumers feel overwhelmed with the digital landscape, resulting in a shift toward more tactile and sensory experiences. This pendulum swing is what we call Return of Touch.
For the better part of two years, The Harris Poll and Quad have been following this trend with a regular cadence of consumer research. The most recent study, “Return of Touch: The Human Advantage,” explores the extent to which Americans — in particular Gen Z and millennials — value human-centric experiences, media, products and branding. The findings provide key data points and new perspectives about consumer sentiment for 2027.
Research report
Key stats
What the experts are saying
“The idea is not that digital is bad and tactile experiences are good. It’s that consumers don’t want one-dimensional relationships with brands. In classic human nature fashion, they seek out what’s real. No matter what you’re marketing, the opportunity is not to choose between digital and physical, but to make each interaction do more. That means focusing on what’s meaningful and memorable, not just efficient.”
— Heidi Waldusky, VP of Brand, Content & Creative
“People are telling marketers something practical: they want technology to make life easier and want brand experiences that feel real. When 80% of respondents say human, imperfect brands stay with them more than AI-generated perfection, it’s a reminder that authenticity matters more than ever: from the messages they see on-screen to the package or product they hold in their hands. Marketers must combine digital presence with real-world experiences that engage the senses and make the brand feel more tangible, trustworthy and memorable.”
— Tim Maleeny, Chief Client Strategy & Integration
Press release
Research from The Harris Poll and Quad reveals how brands should interact with digitally fatigued audiences.
In the news
Archive
Research methodology
Logos
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