Will the next social media trend be turning off the phone?

The advent of social media has radically changed the way we form relationships. Whether lasting or fleeting, driven by love or the desire to boost one’s popularity through others’ influence (the English call it clout), today’s relationships are quite different from those of the past. While it is now normal to talk about dating apps and DM-arranged meetups, contemporary hyper-connectivity hides sad and paradoxical truths. It’s called the loneliness epidemic, a phenomenon upending the lives of Gen Z: according to recent research by Gallup, while 1 in 5 people globally report feeling lonely, among those under 18, the figure involves 80% of the global population. 22% say they don’t have any real friends. Faced with these figures, one wonders what social media platforms like Facebook and dating apps like Hinge have really achieved. If Gen Z, raised with a phone in hand, is coincidentally also the loneliest generation in the world, why do we continue to believe that an internet connection and a large following are all it takes to satisfy our innate need for social interaction?

Around the world, various startups and event companies have already understood that the future of social media is disconnection. Last spring, during Milan Design Week, Heineken and Bodega collaborated on the Offline Party, a clubbing event where phones were prohibited. To enhance the offline experience offered, during the evening Heineken and Bodega launched a limited series of "dumb phones", designed like the old ones, without apps or internet, aimed at bringing attention back to real connections and offline experiences. Over the past year, live activities have also been supported by Yondr, a company that collaborates with clubs, schools, and stadiums to foster phone-free moments through the use of special insulating pouches, which have been used at major concerts by artists like Bob Dylan, Adele, and Madonna. In fashion, the trend has been embraced by luxury brands like The Row, with founders Ashley and Mary-Kate Olsen banning phone use during the brand’s shows at the last two Paris Fashion Weeks. Although the shows could not be documented online, both events generated high engagement on social media, thanks to the brand’s pre-existing hype and journalists and pages trying to describe what they had witnessed without videos or images.

Beyond fashion and entertainment, the desire to unplug from Wi-Fi is permeating everyday life. In the UK, research by the National Lottery Community Fund revealed that the number of people who want to participate in volunteer events is growing, with half of British adults saying they are ready to engage in charitable activities in 2024. Among young people, there’s also increasing interest in vinyl and analog, driven by the desire for high-quality experiences, like listening to their favorite song on a record player rather than a phone, and the connection younger generations feel to eras they never lived through. The name given to nostalgia for a period one hasn’t experienced is “anemoia,” a sentiment that has significantly contributed to the return of old aesthetics like Y2K and Dark Academia, as well as the fascination young people have for offline moments. Research by Ofcom and Statista shows that more and more young Britons and Americans are abandoning dating apps like Tinder, Hinge, and Bumble. The latter, perhaps to stem the loss, has started organizing live meet-up events like tennis tournaments and cooking classes. In short, perhaps Gen Z has truly learned the lesson, and in 2025, they’ll be ready to leave their phones in their pockets during life’s most exciting moments.