81% of Gen Z report wishing it was easier to disconnect from digital devices
New study by The Harris Poll and Quad shows that brands should blend physical and online touchpoints to drive engagement
According to the survey, today's consumers are seeking more sensory interactions and tactile brand experiences, opening an opportunity for brands to create greater impact through omnichannel marketing strategies that meet consumers in-store and at home, as well as online. Brands that adopt the approach can also enhance the perception of their authenticity, the study says.
IRL Rebalance
The survey suggests that modern consumers seek to be more in control of their cross-channel marketing interactions as they reevaluate their relationships with digital devices. Consumers are actively seeking ways to experience and enjoy brands in person with a better blend of online and physical touchpoints.
- 78% of Americans would choose a completely in-person social life rather than one that is digital-only
- 81% say digital detoxes should be routine
- 84% of Gen Z and Millennials noted that they value brands that seamlessly blend technology and physical experiences
- 78% of Gen Z and Millennials appreciate brands that add digital touchpoints to enhance physical shopping rather than replace it
"What's fascinating about this research isn't simply a pandemic-driven return to physical retail," said
The Tactile Renaissance is Here
Positive tactile experiences that surprise and delight can translate into brand value for consumers. The study indicates that in-store exposure to physical products can be critical for driving purchases.
- More than three-quarters (76%) of the Americans surveyed say that physical retail experiences help them connect more deeply with people and brands
- 79% noted that online shopping is efficient but lacks the magic of an in-person find
- 86% of Gen Z and Millennials report: "Touching and feeling products are essential to my purchase decisions."
Omnichannel Drives Authenticity
The desire for offline, tactile experiences extends beyond brick-and-mortar stores, with print marketing proving impactful for brands. Consumers from every generation are expressing an appreciation — and even a preference — for print and direct mail.
- 65% of Americans look forward to receiving catalogs from brands
- 71% feel that print catalogs and magazines convey a heightened sense of authenticity
- 72% of Gen Z and Millennials say they wish more brands focused on surprising them through mail
- Print drives a double benefit for brands, as 78% of Gen Z and Millennials say that physical mail has prompted them to visit a physical store
With an integrated approach that utilizes in-store, online and at-home connection, brands can increase loyalty and drive more engagement across the board.
"We all inherently know that physically being in a store, touching merchandise, makes all the difference because of the sensory impact," said
Emergence of Retail Tourism
Surround-sound strategies that balance in-person and digital touchpoints can be especially advantageous for retail and CPG brands.
- 60% of Gen Z and Millennial consumers say waiting in line for a hyped retailer is part of the fun
- 62% of Gen Z and Millennials say unique, Instagrammable store designs strongly influence where they shop
After a wow-worthy in-person experience, Gen Z and Millennials are likely to:
- Make a return visit (51%)
- Talk about a brand with others (47%), and
- Take the time to explore its online store (38%)
These experiences may even spark retail tourism, in which consumers go out of their way to visit hyped retailers and pop-ups — 63% of respondents have planned a trip around visiting a retail store or brand.
The survey was conducted by The Harris Poll on behalf of Quad in early 2025 using a sample of 2,068
About Quad
Quad (NYSE: QUAD) is a marketing experience, or MX, company that helps brands make direct consumer connections, from household to in-store to online. The company does this through its MX Solutions Suite, a comprehensive range of marketing and print services that seamlessly integrate creative, production and media solutions across online and offline channels. Supported by state-of-the-art technology and data-driven intelligence, Quad simplifies the complexities of marketing by removing friction wherever it occurs along the marketing journey. The company tailors its uniquely flexible, scalable and connected solutions to each clients' objectives, driving cost efficiencies, improving speed-to-market, strengthening marketing effectiveness and delivering value on client investments.
Quad employs approximately 11,000 people in 11 countries and serves approximately 2,100 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals, with a particular focus on commerce, including retail, consumer packaged goods, and direct-to-consumer; financial services; and health. Quad is ranked among the largest agency companies in the
For more information about Quad, including its commitment to operating responsibly, intentional innovation and values-driven culture, visit quad.com.
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the
Media Contact
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sumikhailova@quad.com
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SOURCE Quad
