Media Trends
A recent trend highlighted in The Guardian points to a shift among those in Generation Z: they’re moving away from constant doomscrolling and going to the movies instead.
Many younger adults are rediscovering cinema, choosing a group outing over the always-available streaming and social media available on their personal devices. What once perhaps felt outdated is now being rediscovered as intentional, immersive, and refreshing.
Why It Matters
This highlights a growing gap between how we communicate and how younger people want to consume media.
Gen Z is signaling a desire for:
- Less noise, more meaning
- Intentional communication over constant content
- Tangible experiences, not just digital ones
While this doesn’t mean your digital strategy is out the window, it does mean it shouldn’t be the only channel you’re focusing on.
Here are a few tips for rebalancing if the scales are tipped to digital:
- Reintroduce or lean into direct mail as a thoughtful, personal touchpoint
- Create in-person or scheduled intentional media moments
- Develop content that prioritizes depth and connection over frequency
The goal is to do more of what matters to your audience, more effectively.
Next Steps
If organizations rely solely on fast, high-volume digital content, they risk missing an audience that is actively seeking something different.
Audit your current communication approach and identify where you may be prioritizing volume over value.
Then, test one strategy that creates a slower, more intentional experience for your audience and measure how engagement changes.
Where might you be creating more noise than community, and what would it look like to simplify?
Shannon McAllister
Director of Operations | shannon@eaglecom.ca