Letter writing, landlines, CD players, board games, arts-and-crafts…there’s a growing movement across social media that might just have you scratching your head and asking, “what year is it, again?”
Hang up your physical calendar: 2026 has been deemed “the age of analog,” fueled by a growing, nostalgia-driven desire for tangibility, authenticity, quality time and genuine connections.
Drained by the mind-numbing routine of doomscrolling through clickbait headlines, monotonous social media trends and AI-generated visuals, social media users have felt increasingly eager to cut through the digital “Groundhog Day” fog and adopt a more mindful and fulfilling “90s-coded life.”
Reasons for the Shift
According to a recent Bustle article, “Screen time is a habit baked into many people’s lives, and it’s starting to make the world feel… a little unreal. It’s why TikTokers are leaning into the analog life for 2026, with many sharing all the ways they plan to enjoy tangible, physical media.”
Whether it’s sending hand-written letters via snail mail “just because,” scrapbooking, taking up mahjong or needlepoint, joining a rec league, or replacing cell phones and streaming services with “physical phones” and DVDs, there’s a desire for the ease and intentionality of a previous age – one in which time felt uninterrupted, undistracted, rewarding and real.
The Mental Effect
Dr. Charles Raison of Vail Health’s Behavioral Health Innovation Center has even noticed the “empty” impact of social media on young children who never lived through an analog era. Raison says that social media has become a key way people, especially the younger generation, feel connected – but we’re missing out on longer conversations and interaction with people in the real world.
That said, hands-on activities and enriching, in-person engagements are set to reign supreme in 2026, attracting a growing population that is committed to being present, prioritizing mental and emotional wellness, and building stronger social connections.
Digital as an Analog Medium
Ironically, the analog trend has taken center stage on – you guessed it – social media, with users documenting their analog experiences and must-have “retro” products for 2026, from old-school alarm clocks to traditional notebooks. However, there’s a genuine effort to be more present and “chronically offline,” posting and scrolling intentionally rather than mindlessly.
In fact, digital wellness tools like the BRICK have seen a surge in popularity over the past month, offering a way for social media “addicts” to physically log out of their apps in an effort to break their scrolling cycles. There are even apps encouraging users to get off their phones and “touch grass” (cue Alanis Morisette’s “Ironic” – on a CD player!)
According to Vail Health, “learning to unplug with intention might just be the smartest, and healthiest, resolution you can make for the new year” – and if the analog trend is any indication, unplugging is making way for a new kind of engagement.
When it comes to public relations, the key is for brands to meet audiences where they are and see this new “age” as an opportunity rather than a challenge.
How Our Clients are Leaning into Being “Chronically Offline”
Storytelling over noise
With audiences burned out by clickbait and 24/7 scroll culture, longform, narrative-driven content has entered a new era of power. As popular New York City TikToker Katie Romero explains, “People want slower communication that actually means something.”
Books and purpose-driven publications carry a newfound impact, breaking through the monotony of social media trends and bite-sized content that lack depth.
O&G #GoodClient Lynn University’s Lynn Magazine is a prime example of meaningful, tangible and long-form media that is rooted in people and purpose. By allowing Lynn students, alumni, faculty and staff to share their stories and experiences, Lynn Mag has become a source of pride while educating potential students and donors on the impact of Lynn’s programs.
Offline outreach
We’ve seen clients leaning into the trend of tangibility, strategic analog tactics such as:
- Billboard advertising
- Direct mail campaigns
- Print op-eds
- Experiential stunts
Stunts can stand out precisely because they’re unexpected in a digital-first world.
At O&G, we can guide clients on when and how to go analog intentionally.
Podcasts = the personalized audio
While audio is digital in form, it maintains an analog vibe – and podcasts fit the shift toward immersive, personalized and slow-burn content.
The Golden Globes even added a Best Podcast category for the first time this year, with Amy Poehler taking home the award for her show, “Good Hang with Amy Poehler.”
O&G #GoodClient GL Homes brought this example to life with a recent feature on the South Florida Business Journal’s podcast, Business Breakdown. Through a long-form conversation between host Brian Bandell and GL Homes president Misha Ezratti, the duo dove deeper into new happenings for the brand, revealing details that a traditional press piece often cannot.
Human-first social media
Even on digital platforms, brands can lean into analog sensibilities like unedited images, handwritten captions, behind-the-scenes moments, and slower-paced content.
Putting the humanity back in content is even more meaningful now, as users find it increasingly difficult to distinguish between AI and human-created posts. It’s about being authentic and real – not just trendy or viral.
Hands-on, in-person engagement
The best part about the analog movement? It opens a world of opportunities for brands and businesses to get creative and encourage in-person engagement in a healthy, active and fulfilling way.
Cafes and bars across the nation are hosting everything from game nights and cooking demonstrations to bouquet building, watercolor nights and even educational events like “Lectures on Tap.”
These in-person activities are meant to engage people physically, mentally and socially, allowing participants to connect, create, learn, and leave feeling a bit more alive.
O&G #GoodClient Mattamy Homes has implemented this community and wellness-oriented lifestyle at Tradition and Newfield, where connection and wellness are key pillars of the resident experience.
Both communities offer a robust calendar of classes, events and activities, encouraging residents to move, get outdoors, and engage with one another.
As one TikToker put it, “We cannot let the digital age steal what it means to be human. We cannot let convenience take away our desire to connect” (Upworthy).
See you offline!