Being Offline Is the New Luxury

Why 2026 Will Belong to Brands That Get People Out of Their Feeds

By Derek Bathurst, Account Director, APEX PR

For the last decade, PR and marketing success has been measured by visibility. More impressions. More posts. More content, more often. But as we kick off 2026, that equation is starting to feel a little lost.

We’re living in a moment of total content overload. Feeds are packed with perfectly produced visuals, optimized captions, and now AI-generated content that’s increasingly difficult to distinguish from the real thing. Consumers are scrolling through a mix of real people, fake creators, and AI moments - often unable to tell what’s human and what’s manufactured.

What I’m seeing - both culturally and in the work we’re doing - is a shift away from endless consumption and toward something more intentional. People are craving moments that don’t just live on a screen. Experiences that can’t be replicated digitally. Presence, not performance.

My prediction for 2026 and beyond: putting your phone down will slowly become the new luxury.

When AI Fills the Feed, Reality Becomes the Differentiator

AI is transforming how content is created and scaled at unprecedented speed. While that unlocks efficiency, it also floods feeds with content that blurs the line between what’s real and fake. When everything can be generated, trust becomes harder to earn, and attention becomes harder to hold.

As a result, consumers are starting to value proof of reality: being there in person, engaging with something tangible, and connecting face-to-face. This isn’t a rejection of technology, it’s a tech reset.

Why IRL Matters More Than Ever

Gen Z and young millennials are often described as digital natives, but they’re also the most aware of digital fatigue. They’re actively seeking out in-person experiences, pop-ups, events, immersive environments, and physical spaces that give them a reason to log off and show up.

Experiential marketing works because it delivers what social media can’t: shared energy, and real human connection. The moments people remember most aren’t the ones they scrolled past, they’re the ones they were fully present for. Which is why putting your phone down is quickly becoming the most valuable experience a brand can offer.

We’re already seeing brands lean into this idea of presence as value. Ralph Lauren, for example, has introduced in-store coffee shops in select flagships, not as a gimmick, but as an extension of its lifestyle positioning. The experience invites consumers to slow down and spend time inside the brand.

At the same time, new digital first brands are building loyalty through intimacy and immersive experiences. Rhode has leaned into real-world consumers pop-ups and product moments designed to be felt, as much as they’re shared.

What This Means for 2026

Looking ahead, experiential marketing isn’t about bigger stunts, it’s about more meaningful moments. In a world where content is endless and authenticity is harder to verify, presence becomes powerful.

The future of marketing isn’t just about being seen, it’s about being felt. And in 2026, the most valuable thing a brand can offer might simply be a reason to put the phone down.

Let’s Talk About What This Means for Your Brand

At APEX, we help brands think through where and how they show up in real life. If you’re exploring how experiential moments can create deeper connection and real cultural impact, we’d love to start that conversation.

If you’d like to chat more, you can reach Derek at dbathurst@apexpr.com