Let's Get Physical: What the Analog Revival Means for B2B Marketing

Summary
In the wake of a hyper-digital decade, a notable cultural shift is emerging as people rediscover the value of the tactile. Consumers across the U.S. have rekindled analog hobbies like knitting, board games, crafting, nature walks, and reading physical books. This resurgence is fueled by digital fatigue, a longing for authenticity, and the social isolation of recent years. Psychology research and trend surveys show that these analog, repetitive activities provide measurable mental health benefits, helping reduce stress, improve focus and elevate creative thinking.

Economically, this analog revival aligns with growth in related industries. Board game sales, craft supplies, print books, and vinyl records have all seen increased demand. Wellness experts are calling the trend “analog wellness,” reflecting a broader shift toward slowing down and seeking balance. 

For financial services and B2B brands, the implications are emerging but real. Some consumers are approaching money in more tactile ways, such as envelope budgeting with physical cash, while others seek more trustworthy, human connections in financial decision-making. 

In marketing, audiences who are overstimulated and digitally fatigued are increasingly drawn to experiences that feel grounded, intentional and meaningful. Brands that integrate hands-on, sensory touchpoints into their customer engagement strategies may deepen loyalty and offer a refreshing alternative to relentless digital targeting. This signals a growing opportunity for analog marketing, where physical advertising and sensory experiences build deeper brand trust.

Personal Shifts: Wellness, Creativity and Social Rituals

The Rise of Analog Wellness
Recent trend reports and psychological studies point to a resurgence in offline hobbies, with many individuals seeking a slower, more mindful pace of life. In 2023, a Harris Poll showed that 81% of Gen Z respondents wished they could disconnect more easily from digital devices. Search interest in “crochet” and “sewing” rose over 190% during early lockdowns in the 2020 pandemic, and those habits have held steady. Activities like reading physical books, completing puzzles, or attending craft workshops are now routine parts of life for millions, with nearly half of global consumers reporting more time spent on outdoor activities and in-person connections. The Global Wellness Institute identified “Analog Wellness” as a top trend in its 2025 report, describing it as the mainstreaming of pre-digital hobbies and tangible rituals that promote mental clarity. This shift mirrors the rise of analog marketing strategies that emphasize authenticity and slower, more deliberate connection.

Hands, Minds, and Community in Motion

Analog activities engage both mind and body in ways digital tools often don’t. A 2023 review of 19 studies on knitting, pottery, and woodworking found consistent improvements in mood, focus, and life satisfaction. Participants with depression or chronic pain reported greater feelings of control and well-being, and therapists increasingly frame these hobbies as mindfulness tools. Repetitive activities like knitting or walking can lead to a brain state called “transient hypofrontality,” linked to creativity and insight; in fact, a Stanford study found that walking increased idea generation by roughly 60%, while moderate physical activity can boost divergent thinking and reduce stress.

Analog tasks also offer cognitive benefits: games like Mahjong and chess stimulate memory and pattern recognition, especially valuable for older adults, but also help younger players improve focus and memory. Reading printed books has been shown to improve comprehension and long-term retention more effectively than digital reading, while writing by hand supports deeper memory encoding.

Crucially, these activities build community. Mahjong nights in cities like New York and LA have become ways for Gen Z and millennials to connect offline, citing friendship and nostalgia as motivators. Senior centers report that group games provide camaraderie alongside mental stimulation. Craft cafés, walking groups, and book clubs create spaces for shared experiences rather than mere transactions—helping people feel grounded and connected in a world dominated by virtual interaction.

For brands, these insights can inspire tactical ideas beyond marketing: think puzzle breaks with giant team puzzles to promote problem-solving, or craft workshops as part of offsite brainstorms to encourage creativity and connection. Compliment the team’s digital tools with “phygital” experiences that blend digital convenience with tactile, communal moments, an approach central to modern analog marketing.

Values Shaping Behavior
This movement is deeply tied to shifting values around time, consumption and sustainability. For many, analog hobbies are more than pastimes—they are expressions of creativity, individuality and environmental responsibility. Gen Z consumers who grew up with fast fashion are now embracing slow making, citing a desire for meaningful production over mass consumption. A 21-year-old quoted in a recent trend report said that crafting her own clothes helped her appreciate the time and effort involved, reinforcing a sense of purpose. This is echoed across other analog interests, from gardening to vinyl collecting, where the act of creating, curating or preserving becomes an antidote to disposable digital habits. These same values are pushing brands to consider physical media and analog marketing strategies that stand for authenticity and substance over speed.

Money in Motion: Financial Behaviors Reflect Analog Mindsets

Cash Stuffing and Tactile Budgeting
Financial behaviors are beginning to mirror this shift toward tangibility. One notable example is the resurgence of “cash stuffing,” a retro budgeting method that gained traction on TikTok in 2023 and 2024. Instead of relying on budgeting apps, participants withdraw cash and divide it into labeled envelopes for rent, groceries or entertainment. According to Investopedia, Gen Z participants find the physical act of handling money increases awareness and reduces overspending. In the UK, ATM withdrawals rose for three consecutive years, with Nationwide Bank linking this to cash stuffing during the cost-of-living crisis. While overall cash usage remains in decline, these patterns show that some consumers are deliberately turning to tactile tools to manage their finances.

Trust, Empathy and Human Service
The analog revival also points to enduring preferences for human interaction in financial services. Despite predictions that automation and robo-advisors would dominate, many investors continue to prioritize face-to-face meetings, paper documents and relationship-driven advisory. A 2023 YouGov survey found that 55% of U.S. consumers were either unaware of robo-advisors or uninterested in using one. Among those who were open to the idea, only a small subset preferred AI to human guidance. The majority either preferred human advisors or felt neutral. In fields that require trust and nuance (like wealth planning or retirement), physical presence, eye contact and personalized service still matter. Brands have to rethink their physical marketing and relationship strategies accordingly.

Data Privacy and Reclaiming Control
Privacy concerns also factor into analog financial behaviors. Roughly 20% of Gen Z respondents in one study said they use cash to avoid creating a digital footprint. This desire to step outside algorithmic tracking aligns with broader skepticism toward digital platforms and their data practices. Some fintechs are responding by offering offline modes or enhanced privacy settings, while traditional institutions are revisiting analog marketing touchpoints. The emotional reassurance of holding a printed bank statement or physical asset, like gold coins or real estate, can carry psychological weight, especially in times of market volatility.

Reintroducing Tangibility into the Experience
Financial brands are finding new ways to incorporate physical media and tactile elements into customer relationships. Some investment firms have resumed mailing quarterly reports, noting that clients are more likely to read and reflect on a printed brochure than a PDF. Others are adding personal touches like handwritten notes or welcome kits with tangible items. Banks are re-emphasizing the importance of physical branches. Fintech platforms are experimenting with analog-inspired tools, including envelope or vault-style saving and budgeting apps. These elements help bridge emotional gaps that often exist in impersonal digital experiences. The lesson is not that analog replaces digital, but that meaningful, tactile engagement (“phygital” connection) can enrich the overall relationship and strengthen physical marketing initiatives.

Marketing in the Analog Age

The Return of Physical Media
Marketing is also evolving in response to this cultural shift. A 2025 Harris Poll found that 71% of consumers believe print catalogs or magazines feel more authentic than digital ads. About 65% said they actually look forward to receiving them. In-store experiences also matter: 88% of respondents could recall memorable physical store encounters, and 71% said these deepened brand loyalty. Direct-to-consumer brands like Warby Parker and Glossier have opened physical showrooms, not just for sales, but to offer immersive, hands-on experiences. Luxury brands are refining unboxing moments with curated packaging, and 74% of Gen Z and millennials say they’re more likely to purchase from companies that make the product experience feel special. Physical marketing/advertising and analog marketing are officially back.

Blending Analog and Digital in Retail and Content
Consumers aren’t necessarily rejecting technology, but they are seeking a better balance. In one study, 78% of Gen Z and millennials said they appreciated when digital tools enhanced physical shopping. IKEA’s app helps shoppers navigate its stores or visualize furniture in their homes, but the final purchase still often happens in person. Similarly, brands like Lululemon and Sephora are hosting in-store classes and events, creating community through experience rather than through ads alone. The Mediahub “Slow Dopamine” study urged brands to offer content and experiences that resonate over time. It suggested tactics like releasing limited-edition print zines, building offline hobby groups, or even launching awareness campaigns that promote unplugging—not to distance from their products, but to demonstrate alignment with consumer well-being. There is room for brands to explore “phygital” marketing tactics to appeal to these hybrid needs and preferences.

Storytelling, Nostalgia and Substance
Retro branding is also on the rise. When PepsiCo reintroduced its 1980s logo in 2023, sales rose as consumers responded to the familiar visual language. Similarly, fashion brands are emphasizing craftsmanship, heritage and durability. Stores like “Supersense” in Vienna combine product with experience—offering bookbinding, typewriter demos and vintage photography—as part of their brand identity. In financial services and tech, some companies have started sending physical welcome kits with quality paper, small planners or other tokens to build emotional resonance. Direct mail is seeing a quiet resurgence, especially when well-designed and personal.

Designing for Emotion, Not Just Efficiency
Digital design is increasingly reflecting analog cues: page-turn animations in e-readers, textured backgrounds in note-taking apps, or realistic sound effects in fintech tools. These small touches recreate the sensory feedback that people instinctively enjoy. Retail packaging, too, is shifting toward premium materials and tactile finishes. Brands are slowing the digital journey by offering long-form content, embedded video and interactive infographics rather than fast, interruptive messaging. Across every touchpoint, the emphasis is moving toward immersive, emotional engagement rather than speed or scale alone.

Build Brand Engagement with Tangible Experiences 

• Blend Convenience with Connection: Integrate physical, analog components where they add warmth, clarity or meaning.
• Build Engagement and Physical Brand Experiences:  Create brand experiences that allow mental puase to drive engagement (written component, haptic element, etc). From packaging to product design to customer onboarding, look for opportunities to add tactile delight.
• Leverage Emerging Analog Reboots: How can you use board games, print media, creative tools and wellness experiences n your brand?These sectors are growing, especially among younger consumers.
• Preserve Trust Through Human Contact: In advisory-based industries, make room for personalized interactions, even within tech-forward models. The more we live in screens, the more critical this becomes to business relationships, especially in service indsutries. 
• Track the Mood, Not Just the Metrics: Listen to how your audience feels. Are they overwhelmed? Distracted? Tired of alerts? Your strategy should respond to the cultural temperature, not just digital performance.
• Build Wellbeing in the Workplace: Consider how your products, services or internal practices can incorporate analog pauses: book clubs, journals, creative workshops, handwritten notes.

This moment in culture is less about turning away from technology and more about rebalancing how we live and connect. For brands willing to adapt, the analog revival offers a nostalgic return and a new foundation for relevance, trust and depth.

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