The Return of Touch: The trend reshaping consumer behavior
After years of digital saturation, Americans are turning to physical products and experiences. Since 2025, The Harris Poll has been conducting original research to measure this paradigm shift, publishing four in-depth reports (“The Return of Touch”) in partnership with Quad. You can access all four studies — along with expert analysis, marketer insights and practical takeaways for brands — for free on this centralized hub page.
What digital natives actually want from brands now
The latest wave of research from The Harris Poll, presented by Quad, reveals what Gen Z and millennials are prioritizing as consumers: a simplified relationship with technology, better brick-and-mortar retail experiences, more transparency around AI and guarantees that products are human-designed.
Original research and market insights
Access all the reports in The Harris Poll’s “Return of Touch” series, plus key market insights and seasonal data.
The new rules of retail trust in the age of AI
The return of touch report: Reimagining consumer engagement
Lookbook: The retail marketing trends shaping 2026
The return of touch report: Holiday shopping, reconnected
The trends reshaping brand-consumer dynamics
In the news
Read how major media outlets are covering the shift in consumer behavior.
What the experts are saying
“This cultural reset, away from AI-saturated screens and toward authenticity, gives brands that feel human a clear advantage in connecting with consumers.”
— Heidi Waldusky, VP of Brand, Content & Creative, Quad
Key insights for marketers who demand results
Find out how to leverage the growing consumer desire for tangible experiences into measurable, omnichannel growth.
Interested in spreading the word?
View our Return of Touch press kit, or contact our team at PR@quad.com.