Real is the new premium.
Americans, led by Gen Z, are rediscovering the value of physical experiences in a digital world.
New 2026 research from Quad and The Harris Poll, The Human Advantage: The Return of Touch, reveals six consumer trends with implications for marketers. Here’s what the data shows.
*Percentage of Americans polled
*Percentage of Americans polled
01
Digital detoxes become lifestyle upgrades
Screen fatigue is real. Unplugging now reads as an upgrade, not a sacrifice. Gen Z feels it most and is acting on it fastest.
75%
of Americans say a simpler relationship with technology feels like a lifestyle upgrade – not a sacrifice
82%
of Gen Z report improved mental health from social media breaks (+6% over last year)
80%
of Americans are drawn to real-world experiences that don’t revolve around screens
01
Digital detoxes become lifestyle upgrades
Screen fatigue is real. Unplugging now reads as an upgrade, not a sacrifice. Gen Z feels it most and is acting on it fastest.
75%
say a simpler relationship with technology feels like a lifestyle upgrade – not a sacrifice
82%
of Gen Z report improved mental health from social media breaks (+6% over last year)
80%
of Americans are drawn to real-world experiences that don’t revolve around screens
Design for the offline moment. Creating an experience, object or ritual that allows someone to put down their phone will feel like a gift, not an ask.
Design for the offline moment. Creating an experience, object or ritual that allows someone to put down their phone will feel like a gift, not an ask.
02
The cultural cachet of collectibles
Physical things carry emotional weight digital can’t match. People collect for feeling, not flipping. Research shows younger buyers collect the most.
84%
of Americans say owning physical items feels more satisfying than owning digital items
68%
of Americans currently collect at least one type of physical item
79%
of Gen Z say collecting physical objects helps them feel more connected to the real world
02
The cultural cachet of collectibles
Physical things carry emotional weight digital can’t match. People collect for feeling, not flipping. Research shows younger buyers collect the most.
84%
say owning physical items feels more satisfying than owning digital items
68%
of Americans currently collect at least one type of physical item
79%
of Gen Z say collecting physical objects helps them feel more connected to the real world
Make it worth keeping. It’s easier for people to connect with products and packaging that emphasize tactility, emotional design and execution that feels special.
Make it worth keeping. Limited runs, tactile finishes and nostalgic cues turn products and packaging into keepsakes.
03
The need for human craft
In an AI-saturated world, visible human touch is a trust signal and people will pay for it. Touch, texture and care still close the sale.
80%
of Americans say brands that feel human and imperfect stick with them more than AI-generated perfection
64%
of Americans would pay a premium for products guaranteed to be human-designed or handcrafted
03
The need for human craft
In an AI-saturated world, visible human touch is a trust signal and people will pay for it. Touch, texture and care still close the sale.
80%
say brands that feel human and imperfect stick with them more than AI-generated perfection
64%
would pay a premium for products guaranteed to be human-designed or handcrafted
Let the craft show. Personalized curation, textures and finishes that tell a story, continuity across touchpoints — these all signal a depth of intention that AI can’t fake.
Let the craft show. Texture, finish, personalization, even a little imperfection, signal a level of care that AI-polished work can’t fake.
04
If you build it, they will stay and hang out
Shoppers (younger ones especially) will reward brands that allow for room to linger, gather and explore.
79%
of Americans take notice when brands go the extra mile with their physical experience
67%
of Americans would explore a store with no plan to buy — 74% of Gen Z/Millennials
63%
of Americans say store design alone can convince them to visit — 76% of Gen Z/Millennials
04
If you build it, they will stay and hang out
Shoppers (younger ones especially) will reward brands that allow for room to linger, gather and explore.
79%
take notice when brands go the extra mile with their physical experience
67%
would explore a store with no plan to buy — 74% of Gen Z/Millennials
63%
say store design alone can convince them to visit — 76% of Gen Z/Millennials
Build for dwell time.
Physical retail can become a “third space” for consumers, making browsing (and buying) feel like belonging.
Build for dwell time. Seating, cafés, workshops and sensory cues turn browsing into belonging and belonging into purchases.
05
Additional findings: Retail tourism
Shopping is a destination. For younger consumers, the hype, and even the line outside, is part of the event.
77%
of Americans say browsing physical stores feels more like an adventure than shopping online
50%
of Americans name unique products as a reason to shop at a physical location
05
Additional findings: Retail tourism
Shopping is a destination. For younger consumers, the hype, and even the line outside, is part of the event.
77%
say browsing physical stores feels more like an adventure than shopping online
50%
name unique products as the number one reason to shop at a physical location
Make it feel worth the trip. In-store exclusives, flagship spaces and launch moments all create cultural currency, inspiring younger consumers to visit, connect and develop brand affinity.
Make the store worth the trip. Exclusives, flagships and launch moments create cultural currency. Pair them with places to eat and linger.
06
Additional findings: The power of print
Print still moves people to search, to the store and to the checkout. Interest is holding steady year over year.
06
Additional findings: The power of print
Print still moves people to search, to the store and to the checkout. Interest is holding steady year over year.
Let physical media be a bridge. One well-crafted mailer, branded magazine or catalog can drive awareness, foot traffic and online sales at the same time.
Print is a bridge channel. One well-crafted piece can drive research, foot traffic and online sales at the same time.
