The rise of digital detox  

Our VisualGPS insights highlight that in the UK, 92% of people use some form of technology daily, yet nearly half report feeling anxious or exhausted as a result. Their main concerns regarding their technology usage are a fear of data theft, overdependence and prolonged screen time.   

This constant connectivity has sparked a growing movement toward digital detox, with specialised digital detox retreats and nature getaways encouraging people to swap their phones for immersive, in-person experiences. This trend is also reflected in the visuals used by European brands in marketing, with searches for “digital detox” imagery on iStock doubling in the past year.   

To reflect this behavioural shift in your visual storytelling, consider showing in visuals people reconnecting with themselves by engaging in ‘real life’ activities such as creative hobbies, long walks in nature or reconnecting with others by focusing on relationships with loved ones. Highlighting the benefits of digital detox will help foster trust with those seeking mindful practices.   

Redefining digital connection

British consumers are increasingly questioning what they see online. Our research notes that six in 10 respondents do not trust advertising, as they are wary of manipulated and AI-generated content. This persistent doubt and scepticism has made it harder for brands to form genuine online connections.

VisualGPS shows that consumers are most likely to engage with content that depict customer care, transparency and content focused on everyday life, over content that is promoting a product. Use a mix of images and videos for maximum impact – Brits are receptive to seeing both short-form videos and images from brands on their online feeds. 

Consumers respond positively to calm, minimalist visuals that gives them space to breathe, think, and recharge. This doesn’t mean that they are escaping technology completely. It means they are looking for content that helps them feel more in control of their digital experience – reducing visual clutter and cognitive load.

Retro content can feel safe in a fast-paced world 

With 48% of British Gen Z and Millennials engaging with social media multiple times a day, the digital noise can feel all-consuming. Recent studies show that smartphone use and digital saturation is contributing to the rising anxiety among British Gen Zs.

In response, younger people are escaping the digital overload by looking to the past for comfort. Gen Z’s desire for nostalgia is fuelling a revival in use of retro tech such as ‘dumb phones’ and vintage cameras, including the Nokia 3210, Polaroids, and 32mm films.  

Use simpler, more minimalistic visual styles to better connect with younger audiences. Celebrate the fun of using retro devices with slow or static camera movements, soft lighting and muted colours. This can offer a more therapeutic and powerful visual experience, in contrast to the bold and ‘flashy’ content that often contributes to digital fatigue.   

In an age of digital saturation, SMBs that embrace calm, minimalist, and retro aesthetics in their visual choices can cut through the digital noise and foster trust with customers. By acknowledging the ‘attention fatigue’ and marketing to consumers in a manner which respects their mental capacity, brands can meet the growing demand for mindful marketing and meaningful connection.   

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