{"id":14089,"date":"2025-04-04T04:34:02","date_gmt":"2025-04-04T08:34:02","guid":{"rendered":"https:\/\/cba-design.com\/united-states\/?p=14089"},"modified":"2025-04-09T05:40:08","modified_gmt":"2025-04-09T09:40:08","slug":"the-on-off-generation","status":"publish","type":"post","link":"https:\/\/cba-design.com\/united-states\/news\/the-on-off-generation\/","title":{"rendered":"The On-Off Generation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14089\" class=\"elementor elementor-14089\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b3540d2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b3540d2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1930cf0\" data-id=\"1930cf0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5eefd2 elementor-widget elementor-widget-text-editor\" data-id=\"d5eefd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Imagine scrolling endlessly through Instagram, yet simultaneously craving a moment of complete digital disconnection. This tension defines the On-Off Generation, and it\u2019s reshaping consumer behavior.<\/b><span class=\"TextRun SCXW218760006 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW218760006 BCX4\"><br \/><\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW218760006 BCX4\">&#8220;<b>Brainrot<\/b><\/span><span class=\"NormalTextRun SCXW218760006 BCX4\">&#8220;, Oxford&#8217;s 2024 word of the year, perfectly captures the mental fatigue of our hyper-connected world. <br \/>But <b>what if brands could tap into this desire for balance<\/b>, offering moments of respite and authentic connection? <\/span><\/span><\/p><p><span class=\"TextRun SCXW218760006 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW218760006 BCX4\">At CBA, we believe they can. We help brands understand and connect with this dynamic consumer mindset,<\/span><span class=\"NormalTextRun SCXW218760006 BCX4\"> crafting <\/span><span class=\"NormalTextRun SCXW218760006 BCX4\">resonant messaging and experiences that capture the attention of this influential demographic.<\/span><\/span><span class=\"EOP SCXW218760006 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a963102 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a963102\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fd2fa1e\" data-id=\"fd2fa1e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0850597 elementor-widget elementor-widget-heading\" data-id=\"0850597\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ The Digital Detox and the Sober Curious: two sides of the same coin <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a4ae9e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a4ae9e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dffb597\" data-id=\"dffb597\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4519d90 elementor-widget elementor-widget-text-editor\" data-id=\"4519d90\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">The &#8220;<b>digital detox<\/b>&#8221; and &#8220;<b>sober curious<\/b>&#8221; movements might seem like separate trends, but they reveal a deeper cultural shift: <b>the On-Off Generation&#8217;s pursuit of balance<\/b>. This generation fluidly transitions between periods of intense engagement and mindful disconnection, presenting both a challenge and a significant opportunity for brands.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">Much has been said about the harmful impact of screens in our lives. Today&#8217;s consumers are overwhelmed by digital stimuli, spurring the &#8220;digital detox&#8221; movement. From screen-free challenges <\/span><span data-contrast=\"none\">to the conscious embrace of analog experiences, people are seeking ways to disconnect.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">This isn&#8217;t about rejecting technology; <b>it&#8217;s about integrating intentional and conscious offline moments<\/b>. This new balance manifests in different spheres in areas such as technology, travel, analog practices, and social life, all embracing more mindful, screen-free experiences.<\/span><\/p><p><span data-contrast=\"none\">Curiously, technology itself tries to offer solutions for its excessive use. Platforms like Instagram incorporate features like &#8220;Take a Break,&#8221; while other applications propose to block social networks on demand. However, there&#8217;s an evident paradox: isn&#8217;t it contradictory to resort to technology to solve problems that it created itself?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-884c0a2 elementor-widget elementor-widget-text-editor\" data-id=\"884c0a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>This presents a unique opportunity for brands to tap into the desire for tangible, authentic experiences.\u00a0<\/p><p>How can your brand offer a respite from the digital deluge?<span style=\"color: var( --e-global-color-primary );\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f11ee18 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f11ee18\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3be3b46\" data-id=\"3be3b46\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-deccb4b elementor-widget elementor-widget-heading\" data-id=\"deccb4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Beyond the screen: the rise of Conscious Consumption <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5b51686 elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5b51686\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-9553afb elementor-hidden-mobile\" data-id=\"9553afb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fc8a77c elementor-widget elementor-widget-text-editor\" data-id=\"fc8a77c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">This pursuit of balance extends beyond the digital realm. The &#8220;sober curious&#8221; 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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p>The phenomenon reflects not full abstinence but intentional sobriety periods (like &#8220;Dry January&#8221;) or interest in alternatives, from non-alcoholic drinks to psychedelics. Brands like Botivo, Tourtel Twist (pioneering festive non-alcoholic options in France), and Kiro&#8217;s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-40f9114\" data-id=\"40f9114\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f2c5871 elementor-widget elementor-widget-video\" data-id=\"f2c5871\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1065435619?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=1&amp;muted=1&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba985bc elementor-widget elementor-widget-text-editor\" data-id=\"ba985bc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Credit: <a href=\"https:\/\/www.botivodrinks.com\" target=\"_blank\" rel=\"noopener\">Botivo<\/a>, <a href=\"https:\/\/bebakiro.com\/?srsltid=AfmBOoqSC2QYVW4_GbK_5uKRf7fY0c6WTuB5AbxiLtk6z23Y7T5mz4ee\" target=\"_blank\" rel=\"noopener\">Kiro<\/a>, <a href=\"https:\/\/www.beertime.fr\/tourtel-twist\" target=\"_blank\" rel=\"noopener\">Tourtel twist<\/a>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-acf3a7d elementor-hidden-desktop elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"acf3a7d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-17c7752\" data-id=\"17c7752\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9a0f9a3 elementor-widget elementor-widget-text-editor\" data-id=\"9a0f9a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">This pursuit of balance extends beyond the digital realm. The &#8220;sober curious&#8221; 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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p>The phenomenon reflects not full abstinence but intentional sobriety periods (like &#8220;Dry January&#8221;) or interest in alternatives, from non-alcoholic drinks to psychedelics. Brands like Botivo, Tourtel Twist (pioneering festive non-alcoholic options in France), and Kiro&#8217;s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f85deb elementor-widget elementor-widget-video\" data-id=\"9f85deb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1065435619?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=1&amp;muted=1&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6525df elementor-widget elementor-widget-text-editor\" data-id=\"d6525df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Credit: <a href=\"https:\/\/www.botivodrinks.com\" target=\"_blank\" rel=\"noopener\">Botivo<\/a>, <a href=\"https:\/\/bebakiro.com\/?srsltid=AfmBOoqSC2QYVW4_GbK_5uKRf7fY0c6WTuB5AbxiLtk6z23Y7T5mz4ee\" target=\"_blank\" rel=\"noopener\">Kiro<\/a>, <a href=\"https:\/\/www.beertime.fr\/tourtel-twist\" target=\"_blank\" rel=\"noopener\">Tourtel twist<\/a>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-07d16eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"07d16eb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d5315b\" data-id=\"8d5315b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c6110bf elementor-widget elementor-widget-text-editor\" data-id=\"c6110bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"0\" data-end=\"130\"><strong>This presents a lucrative market for brands willing to innovate and cater to the growing demand for sophisticated, alcohol-free options.\u00a0<\/strong><\/p><p data-start=\"0\" data-end=\"130\">Another illustration of responsible consumption and a compelling alternative to alcoholic beverages is the <a href=\"https:\/\/www.maisonperrier.fr\/fr\/\" target=\"_blank\" rel=\"noopener\">Maison Perrier<\/a> brand. To cater to a growing market segment, Maison Perrier has introduced its <a href=\"https:\/\/www.maisonperrier.fr\/fr\/chic\" target=\"_blank\" rel=\"noopener\">chic new range<\/a>, featuring non-alcoholic cocktails and sparkling water-based drinks. This collection, with packaging <a href=\"https:\/\/cba-design.com\/united-states\/projects\/maison-perrier\/\">designed by CBA<\/a>, combines sophistication with a refreshing twist.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e920e7d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e920e7d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b55d903\" data-id=\"b55d903\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-369fb78 elementor-widget elementor-widget-image\" data-id=\"369fb78\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/projects\/maison-perrier\/\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1176\" height=\"1100\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Capture-decran-2025-03-13-a-12.15.02-2.jpg\" class=\"attachment-large size-large wp-image-14095\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Capture-decran-2025-03-13-a-12.15.02-2.jpg 1176w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Capture-decran-2025-03-13-a-12.15.02-2-1120x1048.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Capture-decran-2025-03-13-a-12.15.02-2-520x486.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Capture-decran-2025-03-13-a-12.15.02-2-768x718.jpg 768w\" sizes=\"(max-width: 1176px) 100vw, 1176px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-35e11f7\" data-id=\"35e11f7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-712f104 elementor-widget elementor-widget-image\" data-id=\"712f104\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/projects\/maison-perrier\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"750\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2024\/12\/maison-perrier-11.jpg\" class=\"attachment-large size-large wp-image-13188\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2024\/12\/maison-perrier-11.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2024\/12\/maison-perrier-11-1120x600.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2024\/12\/maison-perrier-11-520x279.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2024\/12\/maison-perrier-11-768x411.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f116ad6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f116ad6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f8711c0\" data-id=\"f8711c0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-19c49dd elementor-mobile-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"19c49dd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/projects\/maison-perrier\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Discover the project!<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2802ee8 elementor-widget elementor-widget-heading\" data-id=\"2802ee8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ The On-Off Generation in action: examples of duality <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8599e12 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8599e12\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-07ea4fe\" data-id=\"07ea4fe\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ef418b elementor-widget elementor-widget-image\" data-id=\"2ef418b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"650\" height=\"475\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Design-sans-titre-17.jpg\" class=\"attachment-full size-full wp-image-14096\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Design-sans-titre-17.jpg 650w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/04\/Design-sans-titre-17-520x380.jpg 520w\" sizes=\"(max-width: 650px) 100vw, 650px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b94f197 elementor-widget elementor-widget-text-editor\" data-id=\"b94f197\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Credit: <a href=\"https:\/\/hinge.co\/fr-fr\" target=\"_blank\" rel=\"noopener\">Hinge<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c7c2377\" data-id=\"c7c2377\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e1e9589 elementor-widget elementor-widget-text-editor\" data-id=\"e1e9589\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">The phrase &#8220;After the effort, comes the comfort,&#8221; 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 (<\/span><a href=\"https:\/\/www.instagram.com\/reel\/DEEzh27tiK2\/?igsh=MTNha2g3YjluNW4zMg%3D%3D\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">example: when you are 30 and can\u2019t decide on a lifestyle<\/span><\/a><span data-contrast=\"auto\">)<\/span><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">Similar to the resurgence of analog: print magazines, fanzines, and diaries offer tactile experiences impossible to replicate digitally. Examples include the <\/span><a href=\"https:\/\/dazed.studio\/projects\/hinge-no-ordinary-love\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Hinge&#8217;s couples&#8217; stories magazine<\/span><\/a><span data-contrast=\"none\">, and <\/span><a href=\"https:\/\/www.voguebusiness.com\/story\/fashion\/book-girl-summer-why-brands-are-leaning-into-the-literary-world\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Miu Miu&#8217;s Summer Reads campaign<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-15053d7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"15053d7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-81bd1d9\" data-id=\"81bd1d9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d578dd0 elementor-widget elementor-widget-video\" data-id=\"d578dd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1065406824?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db493ff elementor-widget elementor-widget-text-editor\" data-id=\"db493ff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">But also other examples of how this duality manifests:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Technology: &#8220;<\/span><a href=\"https:\/\/www.euronews.com\/next\/2023\/06\/22\/what-is-a-dumb-phone-and-why-are-so-many-young-people-buying-them\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Dumb phones<\/span><\/a><span data-contrast=\"none\">&#8221; offer a way to limit digital distractions, while apps like Instagram ironically incorporate &#8220;Take a Break&#8221; features.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">Music: listening bars and the vinyl revival offer a more active and contemplative listening experience.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/li><li>Travel: the proliferation of retreats promoting digital disconnection and mindfulness.\u00a0<span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\"><br \/><\/span><\/li><li>Analog resurgence: the revival of print magazines, fanzines, scrapbooks, and diaries, which value tactile and manual experiences impossible to replicate on screens.\u00a0\u00a0<\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"none\">Socializing: &#8220;Phone-free&#8221; festivals and clubs provide structured opportunities for disconnection. Even within the tech space, products like &#8220;<\/span><a href=\"https:\/\/thephone.fr\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">The Phone<\/span><\/a><span data-contrast=\"none\">&#8221; offer a smartphone aesthetic with limited functionality, addressing parental concerns and the desire for connection without constant digital access.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d15de0d elementor-widget elementor-widget-heading\" data-id=\"d15de0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ the key question for brands: how to engage ?<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-baa8a7f elementor-widget elementor-widget-text-editor\" data-id=\"baa8a7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><span class=\"TextRun SCXW33306680 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW33306680 BCX4\">How <\/span><span class=\"NormalTextRun SCXW33306680 BCX4\">to<\/span><span class=\"NormalTextRun SCXW33306680 BCX4\"> engage with these multifaceted individuals? How to create messaging, products and services that resonate<\/span><\/span><span class=\"TextRun Strikethrough SCXW33306680 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW33306680 BCX4\">s <\/span><\/span><span class=\"TextRun SCXW33306680 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW33306680 BCX4\">with both moments of intensity and conscious disconnection?<\/span><\/span><span class=\"EOP SCXW33306680 BCX4\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9549db elementor-widget elementor-widget-text-editor\" data-id=\"a9549db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"none\">It&#8217;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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p><p><strong>Understanding this alternation mindset &#8211; which allows individuals to transition between periods of &#8220;total connectivity&#8221; and moments of focus or detoxification &#8211; has become essential for contemporary brands.\u00a0<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b85fe79 elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"b85fe79\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-e907513\" data-id=\"e907513\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-501ee5e elementor-widget elementor-widget-text-editor\" data-id=\"501ee5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.<\/span><\/i><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">\u00a0<\/span><\/i><span style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2af2ec8 elementor-widget-tablet__width-initial elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"2af2ec8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd91d0e elementor-widget elementor-widget-text-editor\" data-id=\"bd91d0e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b07e499 cba-button-red elementor-align-center elementor-mobile-align-center elementor-widget-tablet__width-inherit elementor-widget elementor-widget-cba-boutons\" data-id=\"b07e499\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-xl\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-icon elementor-align-icon-left\">\n                <i aria-hidden=\"true\" class=\"fas fa-download\"><\/i>              <\/span>\n                            <span class=\"elementor-button-text\">Discover more <\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d870f5 elementor-widget elementor-widget-spacer\" data-id=\"7d870f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-0a9752e elementor-hidden-mobile\" data-id=\"0a9752e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d2a6de0 elementor-widget-tablet__width-initial elementor-widget elementor-widget-image\" data-id=\"d2a6de0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a8878bc elementor-hidden-desktop elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"a8878bc\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-43c9c75\" data-id=\"43c9c75\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-37c6fe0 elementor-widget elementor-widget-text-editor\" data-id=\"37c6fe0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.<\/span><\/i><i style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\"><span data-contrast=\"none\">\u00a0<\/span><\/i><span style=\"font-family: var( --e-global-typography-secondary-font-family ), Sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3573831 elementor-widget-tablet__width-initial elementor-widget-mobile__width-initial elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-image\" data-id=\"3573831\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4aa6cd elementor-widget elementor-widget-text-editor\" data-id=\"f4aa6cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9e0ea8 cba-button-red elementor-align-center elementor-mobile-align-center elementor-widget-tablet__width-inherit elementor-widget elementor-widget-cba-boutons\" data-id=\"e9e0ea8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\" target=\"_blank\" class=\"elementor-button-link elementor-button elementor-size-xl\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-icon elementor-align-icon-left\">\n                <i aria-hidden=\"true\" class=\"fas fa-download\"><\/i>              <\/span>\n                            <span class=\"elementor-button-text\">Discover more <\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c52c7c1 elementor-widget elementor-widget-spacer\" data-id=\"c52c7c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-be867e5 elementor-hidden-mobile\" data-id=\"be867e5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f8869e elementor-widget-tablet__width-initial elementor-widget elementor-widget-image\" data-id=\"9f8869e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/pulse-2025\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"788\" src=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg\" class=\"attachment-large size-large wp-image-13662\" alt=\"\" srcset=\"https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1400x788.jpg 1400w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1120x630.jpg 1120w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-520x293.jpg 520w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-768x432.jpg 768w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual-1536x864.jpg 1536w, https:\/\/cba-design.com\/united-states\/wp-content\/uploads\/sites\/3\/2025\/01\/01_Pulse_Key-Visual.jpg 1920w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-222d2bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"222d2bb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ec71cfb\" data-id=\"ec71cfb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f9d649 elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"5f9d649\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Seize the opportunity to enhance your brand!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dbc1222 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-heading\" data-id=\"dbc1222\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Seize the opportunity to enhance your brand!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8c3b3db elementor-align-left elementor-mobile-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"8c3b3db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/united-states\/contact\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Let's get in touch!<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Imagine scrolling endlessly through Instagram, yet simultaneously craving a moment of complete digital disconnection. This tension defines the On-Off Generation, and it\u2019s reshaping consumer behavior. &#8220;Brainrot&#8220;, Oxford&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[41],"class_list":["post-14089","post","type-post","status-publish","format-standard","hentry","blog_categorie-insight"],"acf":[],"lang":"en","translations":{"en":14089},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14089","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/comments?post=14089"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14089\/revisions"}],"predecessor-version":[{"id":14139,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/14089\/revisions\/14139"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/media?parent=14089"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/tags?post=14089"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/blog_categorie?post=14089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}