Plant-based milk brand Oatly is heading on the road in 2020 with a series of experiential coffee shop pop-ups around the UK. By prioritising human interaction in its promotional strategies, Oatly is responding to a resurgent interest in physical retail from digitally-fatigued Gen Zers.

The surge in screen-time sparked by COVID-19 has left some people mentally and emotionally fatigued. Yet online habits don’t have to be defined by ‘doomscrolling’ and unrealistic social feeds. How can ‘digital gardens’ facilitate a calmer and more cooperative way to interact on the web?

Campfire wants to be the social glue for all Niantic games, starting with Pokémon Go. Tapping into the emerging AR social trend, the app speaks to people’s need for forging new connections and finding a sense of belonging through interactive wayfinding across digital and physical spaces.

Research has revealed that Gen Zers enjoy reading physical books more than e-book alternatives, often preferring to support local, indie bookstores. It's a sign of how young people are turning to slow, IRL experiences to escape tech and embrace time offline through digital detoxes.