Offline Is In: Younger Consumers Crave Real-Life Experiences
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.
How Capital One Successfully Implemented Offline Marketing
Capital One
Capital One was one of the first brands to respond to this trend. Here’s how they did it.
- 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
Source: POV for Sub-brands Across Our Industries
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.”
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.
Don’t miss the next connection
Get monthly insights on what one industry can teach another.
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.
Sources:
1) Sarah Williams, “Analog Wellness: Why Going Offline is 2025’s Biggest Trend,” BitLifeDaily, 11 Oct 2025, bitlifedaily.com
2) Mike O’Connor, “New Data: Excessive Screen Time Sparks a Digital Detox Movement,” NuVoodoo, 27 Feb 2025, nuvoodoo.com
3) Stephen Au, Jessica Merritt, and Keri Stooksbury, “Capital One Cafés — What To Expect and Where They Are Located,” Upgraded Points, 23 Sept 2024, upgradedpoints.com
4) Brie Bash, “Capital One Cafés: Locations, Amenities, and Cardholder Perks,” AwardWallet, 2024, awardwallet.com; Capital One, “Local Café Events & Financial Workshops,” capitalone.com/local/events
