How brands are converting digital burnout into real-world connection

Smart strategies to turn screen fatigue into a business advantage.

In a world of endless pings, scrolls, and streams, digital burnout has become a modern malaise. Particularly for Gen Z, whose lives have played out almost entirely online, there’s now a growing hunger for something more grounded. In fact, 69% of 18–24-year-olds now shop in-store weekly—a striking shift back to the physical, the real, the tangible.