Branding
Finance

Offline Is In: Younger Consumers Crave Real-Life Experiences

March 2026

Connecting the Dots is a monthly series that examines research-driven trends and how insights from one industry translate across others.

From analog bags to flip phones, many consumers are choosing to limit screen time. This trend— going analog—is headed by generations thought to spend the most time online.1 A January 2025 Consumer Digital Media Study found that 43% of U.S. consumers intentionally reduced screen time in the previous 6 months, with Millennials (49%) and Gen Z (44%) leading the trend.2

Screen times are down while consumer interest in real-world experiences is up. Brands ahead of the trend are turning this insight into unique marketing opportunities.

Case Study

How Capital One Successfully Implemented Offline Marketing

Capital One

Capital One Cafe

Capital One was one of the first brands to respond to this trend. Here’s how they did it.

Find Truth

Capital One recognized that younger consumers distrust traditional bank branches but still crave in-person guidance and community. The brand responded by merging coffee culture with retail banking, designing cafés that feel like modern co-working spaces rather than branches.3

Build Trust

More than 50 Capital One Cafés across 19 states offer:

  • Comfortable spaces with games, local art, and community rooms
  • Reserved spaces for student and community groups—for free
  • Money & Life mentoring sessions and financial education for anyone, not just customers

Power Growth

Capital One uses these spaces to deepen relationships with existing customers and reach new audiences through experiences rather than ads. Every budgeting workshop, book club, or creative meetup hosted in a café turns finance from a stressor into a facilitator of life goals and offline connection.4

So, what does this mean for my brand?

Here are some recommendations on how industries we work with could add offline marketing to their mixes:

Utilities

  • Workshops relevant to the utility—think candle making for a power company, decorating water bottles for a water company, etc.

Healthcare

  • Hosting/sponsoring wellness groups and classes within local communities
  • Hosting health events such as community runs and walks
  • Partnering with fitness-based clubs in the local area

Financial Services

  • Partnering with craft clubs based on messaging (e.g. sponsoring a home decor craft class while providing information on home buying)
  • Partnering/sponsoring local businesses that use the financial service

From our team

“My generation seems to be itching to find community offline in the real world. They’re drawn to experiences. When brands host real-world experiences where community is first, and marketing is second, it leaves a much better impression on people.”

Bri
Bri Steiner
Gen Z Copywriter
LinkedIn

Conclusion: Offline Marketing Adds Authenticity to Your Brand

If done well, offline marketing experiences can attract new audiences, impress current audiences, and help communities at large. These unique experiences must be carefully crafted; otherwise, they run the risk of being seen as a cash grab. Creating a genuinely authentic experience can be overwhelming for any complex brand.

That’s where a strategic agency partner comes in.

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About REGROUP
REGROUP is a woman-owned, full-service marketing agency helping complex brands find truth, build trust and power growth through our brand + performance solutions. With over 40 years of experience, we are people first and committed to using business as a force for good.
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REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.