Recent Australian research from Deloitte found Australians now spend an average of more than 6 hours per day on screens outside of work, while younger generations report some of the highest levels of digital exhaustion, social media fatigue and burnout.
At the same time, we're seeing a measurable rise in demand for offline, tactile experiences.
The rise of analog experiences
According to Eventbrite 2026 trends data, Gen Z and Millennials are increasingly prioritising experiences that feel more real, more present, less curated, less digital.
Globally, retailers including Michaels have reported a major surge in "analog hobbies" such as painting, journaling, embroidery and pottery, while brands like Papier have seen significant growth among younger consumers seeking offline creative rituals and screen-free experiences.
What's interesting is that this doesn't appear to be nostalgia. It appears to be correction.
After years of hyper-digital living, consumers are increasingly seeking activities that help regulate attention, reduce overstimulation and create moments of calm.
What we're seeing in our own data
Commercially, this shift is beginning to show up in consumer behaviour. Over Mother's Day at Sustainable Canvas, our best sellers weren't necessarily traditional artist materials.
They were our creative bundles. Customers weren't only buying them to "learn painting." They were buying a screen-free activity, a creative reset, quality time together, a slower weekend ritual, an alternative to passive scrolling, a thoughtful experience-based gift.
From outcomes to feelings
For years, creative products have largely been marketed around outcomes such as becoming a better artist, improving technique, creating something impressive. But increasingly, the data suggests consumers are also looking for something else: activities that help them feel calmer, more grounded and mentally clear while doing them.
The trend's ironic source
Ironically, social media itself is helping fuel the trend. TikTok is now saturated with journaling, painting, pottery, "analog bags," reading culture, digital detox content and cosy hobby trends, to name a few.
The internet seems to be pushing people toward more intentional time away from it, and that may become one of the most important consumer behaviour shifts of the next decade.
Interestingly, just the other day Aussie brand She-com shared an article about women-led businesses helping drive the Australian economy forward.
What excites me is that many women-led brands appear to be building directly into these emerging behavioural shifts: more intentional living, more meaningful consumption, more human-centred experiences. Not simply creating products, but creating the feeling people are increasingly searching for.
Sources: Deloitte Digital Consumer Trends Australia, Eventbrite 2026 Trends Report, Business Insider, The Guardian, Michaels Creativity Trend Report.