Sydney. Dec 3, 2024. In a landscape of constant digital stimulation, a new study has revealed a rising number of Australians across generations are turning to offline hobbies for balance, representing a cultural shift in how people engage with media and brands.
The Slow Dopamine Shift: Reclaiming Connection in a Digital World study – a partnership between full-service agency Mediahub, and insights platform Ideally – found more than 68% of respondents cited recent adoption of new offline hobbies. Teamed with other results, the report shows “a rapid rise for analogue experiences, authentic community engagement, and slower, more meaningful forms of entertainment,” according to Linda Fagerlund, Chief Strategy Officer, Mediahub ANZ.
She said while the findings suggest Australians are increasingly overwhelmed by digital fatigue, the cultural pivot toward offline activities provided valuable opportunities for brands to reconnect with their audiences in more impactful ways.
“The fact that Australians are seeking slower, more intentional experiences to combat the effects of digital fatigue, which underlines an important emerging cultural movement is fascinating.
“Over the past 12 months, we’ve witnessed a decline in dating apps as people switch off in favour of IRL meet-cutes, to Tiktok trends like #dopaminedetox to minimise screentime, to groundbreaking legislation limiting social media usage for young Australians,” she explained.
“For brands and agencies, this presents an opportunity to rethink how we are engaging audiences across both digital and offline media, to offer meaningful connections, not just fleeting impressions”.
The study revealed a stark contrast in how younger and older generations interact with media, reflecting a distinct generational attitude towards digital detox. For Young Adults (aged 18-35), reaching for a digital distraction is second nature with respondents viewing offline as requiring immense self-control, making it a deliberate and challenging choice; in contrast Mid-Life Adults (aged 35-54) view offline activity as a smart and practical decision for digital balance, and Mature Adults (aged 55+) consider seeking out a digital distraction as a ‘personal choice’ indicating that being online feels less intrusive in their daily lives.
Simon Gawn, Head of Australia at Ideally: “In fact, 65% of Young Adult respondents agreed or strongly agreed with the statement, “Do you generally feel happier when you spend less time online?
“For marketers and brands, understanding these generational nuances is critical to crafting messages and experiences that resonate authentically with each group’s unique relationship to digital media,” he concluded.
The study revealed three key trends driving the slow dopamine shift, including:
1. The joy of analogue entertainment
Despite the dominance of digital platforms, Australians are rediscovering the pleasure of analogue entertainment. From vinyl records and print magazines to live events, there’s a clear appetite for media that offer consumers a tactile, immersive experience. Notably, some broadsheet publishers have introduced limited-run print editions to cater to this growing demand for tangible, slower media consumption.
2. The rise of digital detox
While 86% of respondents admitted to frequently reaching for digital distractions, many are actively seeking ways to disconnect. Brands can support these efforts by creating campaigns that encourage disconnection and celebrate offline engagement.
3. Young women and the social media trap
According to the study, young adult women under 35 are particularly affected by heavy digital consumption, with 65% reporting they feel happier when spending less time online. This demographic said spending time with loved ones and practicing self-care as top sources of happiness. Brands that empathise with this group’s struggles and focus on fostering self-worth and emotional well-being will earn trust and loyalty.
To authentically engage with audiences in a landscape pivoting toward slower dopamine experiences, the study highlighted several actionable insights for brands including:
- Slower dopamine, increased ROI: Brands can leverage the trend for resurgence in tactile, analogue media – eg print magazines – by creating thoughtfully crafted, tangible content that resonates in an age of digital clutter.
- Building real-world communities: Brands that align with their customer’s rediscovered offline hobbies and interests – from run clubs to book clubs – will create meaningful connections
- Interest-based digital media platforms: Niche platforms like Substack, podcasts, and Reddit offer opportunities for brands to connect and engage these communities with tailored, value-added content with audiences in highly targeted, interest-driven spaces.
- Respecting young women’s relationship with social media: As young women turn away from toxic digital environments prioritising authenticity and mental health in brand messaging will build meaningful connections with this audience.
Simon Gawn, Head of Australia at Ideally said: “Ideally’s unique insights platform enables its customers to quickly explore topics, ask open ended questions, test ideas and messages and receive robust answers overnight. So, when Mediahub approached us to find what the impact of an always-on online culture is having on social connections, mental health, attention spans and critically our happiness levels when we switch off, we were able to quickly deliver cross-generational insights for brands navigating an increasingly digitally-dominated world.”
Fagerlund concluded: “As Australia embraces a slower, more intentional approach to media consumption, brands have an opportunity to innovate and build deeper connections. By leaning into analogue experiences, fostering real-world communities, and demonstrating care for audience well-being, brands can thrive in a landscape increasingly shaped by the Slow Dopamine Shift.”
See full report here.
