Generation Z is reducing doomscrolling and seeking real experiences with brands.

ZCON reveals how Generation Z combats digital fatigue and prefers real events and experiences over online doomscrolling.

Generation Z is changing its relationship with social media: after years of intensive use, more and more young people are reducing their screen time to combat digital fatigue, a phenomenon affecting 81% of this group, according to a study by The Harris Poll and Quad.

This was one of the central themes at ZCON, the Generation Z marketing conference organized by United Talent Agency, which brought together more than 750 attendees last week in Los Angeles, including executives from brands and entertainment companies such as Nike, e.l.f. Beauty, Microsoft, Netflix, and Disney.

During the event, creators, actors, and creative directors highlighted how they are consciously reducing doomscrolling and dedicating more time to in-person meetings and community events, aiming to foster real connections and meaningful experiences away from screens.

Doomscrolling is a digital habit that involves compulsively scrolling through negative news, social media, or alarming content for extended periods of time. This increasingly common behavior among young people and adults can lead to digital fatigue, anxiety, and a feeling of being overwhelmed, as users passively consume information that is often distressing or stressful. For Generation Z, doomscrolling has become a critical phenomenon, prompting many to reduce their screen time and seek more authentic and meaningful experiences outside the digital world.

Real-life experiences over digital feeds

YouTuber Anthony Po, 24, explained how his viral stunts and campaigns, such as his collaboration with Crocs, generate authentic engagement because they bring the digital experience into the real world. Po emphasized that brands should fund and organize in-person experiences instead of simply selling at these events.

Similarly, Ramisha Sattar, creative director at Chappell Roan, has begun creating in-person workshops and events for her online community, fostering creativity and personal connection. According to Umar Issa, director of inclusive and cultural partnerships at Yahoo, the goal is to design positive and intentional spaces that enhance the real-life experience for Generation Z.

Scrolling with Intention and Consuming Less Passive Content

Some members of Generation Z are actively limiting their access to social media apps. For example, actress Chandler Kinney uses devices that block access to certain apps outside the home and promotes the mantra «consume less, create more.» As AdAge explains, this has improved his creative process and reduced passive content overload, marking a paradigm shift in how this generation interacts with platforms.

Brands like Amazon Prime are already adapting to this new behavior, investing in creator-driven social content, such as the spin-off Girl Room of the hit viral show Boy Room, seeking formats that authentically resonate with Generation Z.

«The bar is set very high to attract this audience,» says Hannah Broadhurst, director of entertainment and content marketing at Amazon. «We need to find stories and creators that generate credibility and real connection.»

Source: www.marketingdirecto.com