Imagine scrolling endlessly through Instagram, yet simultaneously craving a moment of complete digital disconnection. This tension defines the On-Off Generation, and it’s reshaping consumer behavior.
“Brainrot“, Oxford’s 2024 word of the year, perfectly captures the mental fatigue of our hyper-connected world.
But what if brands could tap into this desire for balance, offering moments of respite and authentic connection?
At CBA, we believe they can. We help brands understand and connect with this dynamic consumer mindset, crafting resonant messaging and experiences that capture the attention of this influential demographic.
The “digital detox” and “sober curious” movements might seem like separate trends, but they reveal a deeper cultural shift: the On-Off Generation’s pursuit of balance. This generation fluidly transitions between periods of intense engagement and mindful disconnection, presenting both a challenge and a significant opportunity for brands.
Much has been said about the harmful impact of screens in our lives. Today’s consumers are overwhelmed by digital stimuli, spurring the “digital detox” movement. From screen-free challenges (like the French initiative involving over 60,000 students and parents) to the conscious embrace of analog experiences, people are seeking ways to disconnect.
Credit: News.com
This isn’t about rejecting technology; it’s about integrating intentional and conscious offline moments. This new balance manifests in different spheres:
- Technology: the harmonious coexistence of traditional cameras and iPhones, the rise of “dumb phones” designed to limit distractions.
- Travel: the proliferation of retreats promoting digital disconnection and mindfulness.
- Analog resurgence: the revival of print magazines, fanzines, scrapbooks, and diaries, which value tactile and manual experiences impossible to replicate on screens.
- Socializing: “phone-free” festivals like This Never Happened in Australia and other countries, or clubs in Holland, and in the UK, offering structured opportunities for disconnection.
Curiously, technology itself tries to offer solutions for its excessive use. Platforms like Instagram incorporate features like “Take a Break,” while other applications propose to block social networks on demand. However, there’s an evident paradox: isn’t it contradictory to resort to technology to solve problems that it created itself?
In music, listening bars and vinyl revival emerge, spaces and formats that privilege active and contemplative listening – an experience distinct from casual consumption via Spotify or YouTube, but which coexists harmoniously with these.
This presents a unique opportunity for brands to tap into the desire for tangible, authentic experiences.
How can your brand offer a respite from the digital deluge?
This pursuit of balance extends beyond the digital realm. The “sober curious” movement, particularly prominent among Gen Z, reflects a search for more conscious socialization and questions the societal norms around alcohol consumption. Why is sobriety often stigmatized? This generation is challenging the pressure to drink to socialize, recognizing the potential harm of this ubiquitous drug. According to Euromonitor International, non-alcoholic beverage sales exceeded 6.5 billion liters globally in 2022.
The phenomenon doesn’t necessarily represent total abstinence. Often, it appears in determined periods of sobriety – like “Dry January” – or in exploring alternatives, from non-alcoholic beverages to psychedelic substances, the latter sought both for their therapeutic benefits and recreational use. Brands like Botivo Drinks, Tourtel Twist (who is the first brand in France that took advantage of the insight “I don’t want to drink alcohol, but I still want to party”; hence its design with similar design codes to the beer ones) and Kiro’s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.
This presents a lucrative market for brands willing to innovate and cater to the growing demand for sophisticated, alcohol-free options.
Is your brand ready to tap into this evolving consumer landscape?
Credit: Botivo, Kiro, Tourtel twist
The phenomenon doesn’t necessarily represent total abstinence. Often, it appears in determined periods of sobriety – like “Dry January” – or in exploring alternatives, from non-alcoholic beverages to psychedelic substances, the latter sought both for their therapeutic benefits and recreational use. Brands like Botivo Drinks, Tourtel Twist (who is the first brand in France that took advantage of the insight “I don’t want to drink alcohol, but I still want to party”; hence its design with similar design codes to the beer ones) and Kiro’s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.
This presents a lucrative market for brands willing to innovate and cater to the growing demand for sophisticated, alcohol-free options.
Is your brand ready to tap into this evolving consumer landscape?
Credit: Botivo, Kiro, Tourtel twist
Another illustration of responsible consumption and a compelling alternative to alcoholic beverages is the Maison Perrier brand.
To cater to a growing market segment, Maison Perrier has introduced its chic new range, featuring non-alcoholic cocktails and sparkling water-based drinks. This collection, with packaging designed by CBA, combines sophistication with a refreshing twist.
Another illustration of responsible consumption and a compelling alternative to alcoholic beverages is the Maison Perrier brand.
To cater to a growing market segment, Maison Perrier has introduced its chic new range, featuring non-alcoholic cocktails and sparkling water-based drinks. This collection, with packaging designed by CBA, combines sophistication with a refreshing twist.
Credit: Hinge
The phrase “After the effort, comes the comfort,” popularized on urban brand products, encapsulates this generational duality. It reflects a complex persona comfortable with apparent contradictions: the festival-goer who is also a marathon runner (example: when you are 30 and can’t decide on a lifestyle).
Similar to the resurgence of analog: print magazines, fanzines, and diaries offer tactile experiences impossible to replicate digitally. Examples include the Hinge’s couples’ stories magazine, and Miu Miu’s Summer Reads campaign.
But also other examples of how this duality manifests:
- Technology: “Dumb phones” offer a way to limit digital distractions, while apps like Instagram ironically incorporate “Take a Break” features.
- Music: listening bars and the vinyl revival offer a more active and contemplative listening experience.
- Socializing: “Phone-free” festivals and clubs provide structured opportunities for disconnection. Even within the tech space, products like “The Phone” offer a smartphone aesthetic with limited functionality, addressing parental concerns and the desire for connection without constant digital access.
How to engage with these multifaceted individuals? How to create messaging, products and services that resonates with both moments of intensity and conscious disconnection?
It’s interesting to think that within the same portfolio, a beverage brand can offer options with and without alcohol, sponsoring events focused on mindfulness and others more festive. Or promote the importance of offline moments using physical events and analog resources, while maintaining a consistent digital presence strategy.
Understanding this alternation mindset – which allows individuals to transition between periods of “total connectivity” and moments of focus or detoxification – has become essential for contemporary brands.
At CBA, we understand the complexities of the On-Off Generation. We leverage our deep understanding of consumer psychology and our expertise in brand strategy, design, and communication to help brands create authentic and meaningful connections.
This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.
