The loss of Gen Z online

Is Gen Z going offline?

While the government is attempting to reduce under-16s’ use of social media, another shift is happening organically. One of the latest summer trends for Gen Z is: “touching grass”, meaning they are becoming more interested in having hobbies away from screens and social media.

Examples of hobbies seeing increased interest include knitting and crocheting, joining sports clubs and travelling.

Over the past few years, there has been a quiet shift online, Gen Z are switching from public to personal Instagram profiles, using features such as close friends stories and are focusing more on their immediate circles.

But why?

A possible explanation is that Gen Z was arguably the last generations to grow up without unlimited access to screens. As they grow older, they may feel increasingly nostalgic for their childhood before phones and social media became such a major part of everyday life.

It could also just be that after years of navigating the pressures of being online, they are choosing to protect their own mental health and privacy.

PR News reported in a recent poll that Gen Z craves identity and stability. With the rapid nature of trends and social media, it can be difficult to find either online, triggering the “touching grass” effect.

Where does this leave content creation and marketing?

Despite what “touching grass” may imply, social media isn’t going anywhere. This trend gained popularity through content creators documenting and sharing as they find new experiences. In other words, this audience is engaging with authentic content now more than ever.

Rather than endlessly scrolling, many are becoming more selective about who they choose to follow. They are choosing businesses and influencers whose values align with their own, particularly those that promote balance, wellbeing, and authentic lifestyles, i.e. people who “touch grass” themselves!

Businesses can take advantage of this shift by creating content that showcases genuine moments rather than overly polished marketing. 

For example, they could film employees enjoying a lunchtime walk away from their desks, celebrating business successes together, or partaking in team-building activities outside the workplace. Content like this helps humanise a brand, making it appear more relatable, trustworthy, and aligned with the values of today's consumers.

Sources:

https://www.bigissue.com/life/tiktok-knitting-crochet-gen-z-fashion/

https://press.strava.com/en-gb/articles/strava-releases-annual-year-in-sport-trend

https://tripadvisor.mediaroom.com/Summer-Travel-Index-2025

https://medium.com/@ifso_59790/why-gen-z-is-ditching-the-instagram-grid-for-private-sharing-in-2025-593e80d3575c