With a large portion of our everyday lives spent online, the endless scroll and non-stop stream of content has led to the rise of the ‘digital detox’.

Increasingly, audiences are aware of the negative impact social media can have on our mental health. And an increase in marketing spend on events is indicative of the appetite for in-real-life connection and the search for more meaningful experiences.

Amongst Gen Z there is a growing appreciation for ‘dumb technology’. Retro devices like digital cameras, CD players and flip phones are popular with young people who seek to resist the urge to endlessly scroll, be more present and tap into nostalgia. While Purpose Disruptors’s latest Agency for Nature initiative, which briefed agencies to help Gen Z fall in love with nature by tapping into culture, fandoms and technology, shows how marketers have a pivotal role to play in encouraging connection with nature at a time when many feel disconnected.

With increasing attention on the negative impact of social media on consumers’ mental health, a growing number of brands are advocating for IRL connection. We asked industry leaders: should brands be doing more to help consumers ditch the doom scroll?

Absolutely—and not just because it’s “trending”. For too long, brands have been complicit in feeding the endless doom scroll, chasing attention with the same frantic energy that keeps consumers glued to their screens at 2 a.m, eyes glazed and thumbs twitching. But now, with mental health issues spiking—over a third (34%) of 18- to 24-year-olds report experiencing anxiety or depression, up from 24% in 2000 bacp.co.uk, and NHS referrals for child anxiety in England more than doubling since before the COVID-19 pandemic theguardian.com —there’s both a moral responsibility and a strategic opportunity for brands to do better.

This doesn’t mean brands need to pull a full digital detox and disappear into the wilderness. Instead, it’s about creating meaningful moments—encouraging breaks, championing offline connections, and offering content that adds real value instead of just filling the void.

The future isn’t anti-digital—it’s pro-balance. The brands that help consumers reclaim their time, even if it’s just by encouraging a pause or fostering genuine interaction, will be the ones that build real loyalty. In a world hooked on endless scrolling, maybe the most disruptive thing a brand can do is tell us it’s okay to stop.

Doomscrolling isn’t just a bad habit—it’s a symptom of something deeper. The constant scrolling, the search for the next hit of content, isn’t just about distraction; it’s about longing—for connection, for meaning, for being part of something bigger than ourselves.

Gen Z’s media consumption habits reveal a fundamental shift. TikTok is the new TV. TV is the new movie. Movies are the new concerts. Arena sports and gigs are becoming pseudo-religious experiences. The hierarchy of entertainment has changed, and with it, our expectations. Passive viewing isn’t enough anymore—people want to belong to something, they want moments of communal joy and shared experience.

But brands aren’t just bystanders to the doomscroll—they’re often guilty of fuelling it. Most branded content clutters feeds without stopping the scroll. It interrupts the flow but doesn’t hold attention. Instead of creating moments worth pausing for, many brands contribute to the endless churn of forgettable content. The challenge isn’t just to help consumers detox—it’s to create content so engaging they want to stop and spend time with it.

The smart brand-managers won’t be those simply advocating for digital minimalism, but those creating the spaces—both online and offline—where audiences can experience something meaningful.

We’re seeing brands lean into this already—building real-world communities, creating participatory experiences, and making content that invites action, not just consumption. The future isn’t about disconnecting. It’s about reconnecting—with purpose, with each other, and with something that feels bigger than the endless scroll.

The principle of least effort suggests that we’re hardwired to choose the path of least resistance to achieve our goals. And, from an evolutionary perspective, this makes sense given that we expend energy doing even the most fundamental of actions. However, doom scrolling highlights the inescapable truth: the path of least resistance is rarely the most rewarding.

Millions of consumers have chosen the path of least resistance in their collective hunt for community, which manifests in the form of social media and dating apps. Tapping and swiping have taken away the anxiety of ice breaking and small talk, giving the illusion of connection without the stress. The problem is that, for the most part, we’re not actually looking for community but to commune, to share our thoughts, feelings and to feel in close spiritual contact with others.

With that in mind, brands that create in-person experiences at the intersections of different cultural verticals will bring like-minded consumers together, through their shared interests, increasing the likelihood of forging meaningful connections. And, given that your brand has facilitated these emotive bonds, consumers will keep coming back to your brand and your experience to keep communing, building long-lasting brand loyalty.

A resounding yes from me. We’ve all known brands should think audience first, which also means adapting to user behaviour and societal shifts. Digital detoxing isn’t new, but with Gen Z and even Gen Alpha, we see very different intentions around mental health and wellbeing. Unlike older generations, where social media popped up as a fun and exciting new phenomenon, these younger generations understand the negative impact it can have. They are more mindful of the potential mental toll and actively seek ways to balance their digital lives with healthier, more intentional habits.

We all know that entertaining the audience is where it’s at. People no longer want to simply be marketed to; they want to be delighted, amused, provoked and inspired. We’re seeing many more briefs with activations at the heart of their strategies – a focus on how to truly engage audiences, rather than just talking at them. Which is music to our ears. This shift is exciting and shows a deep understanding of people’s wants and desires today. Brands like Miu Miu, launching initiatives such as literary clubs, are leading the charge in this movement. It’s great to see brands connecting with their customers’ common interests while promoting healthier habits. This approach feels fresh, current, and aligned with societal trends.

Should brands be doing more to help consumers ditch the doom scroll? Yes – but that doesn’t mean cutting people off from social media. It’s about helping them use it in the right way.

Social media is deeply woven into our lives, and for many, it’s where culture happens. If brands want to play a meaningful role in those spaces, they also have a responsibility to address the challenges that come with them. That means helping to shape a healthier relationship with digital platforms.

At Digitas, we’ve developed tools like EE LearnSmart, which supports young people in building a responsible approach to learning and life, and EE PhoneSmart, which helps first-time phone users establish healthy digital habits. These initiatives aren’t about digital detoxing, they’re about digital balance.

Ultimately, brands need to be either helpful or entertaining – or ideally, both. They should acknowledge the real issues around social media use while also bringing joy to the feed. Because if doom scrolling is the problem, maybe joy scrolling is the answer.