The return to analogue (and what it means for me and our clients)

Over the past few weeks, a theme has been quietly surfacing in my life. It’s come through podcasts, articles, and conversations with friends: a growing desire to return to analogue living.

When I first heard the phrase “2026 is the year of analogue,” I was intrigued. What did this actually mean? The idea, broadly, is that many of us are beginning to crave time away from screens, especially during the parts of our day that are meant to be restful. One example of this trend is the rise of “analogue bags,” described by The Guardian as “fashion’s answer to doomscrolling”. These are tote bags filled with items like sudoku books, knitting, or novels. Simple, tactile activities that don’t rely on batteries or notifications.

At first, the return to analogue felt like an interesting trend. But then I started noticing it in my own life.

I’ve always thought of myself as someone who optimises. I like efficiency. I like the feeling that I’m using my time well, squeezing the most out of every moment. So listening to an audiobook while hoovering, or scrolling for recipes while “watching” TV, has always felt productive, like I’m getting more done!

But recently, I’ve started to question that. When I layer activities like that, I’m not fully present in either. The audiobook becomes background noise. The TV show is half-watched. Even something that should be relaxing, like cooking or unwinding in the evening, turns into another opportunity to maximise output, and I’m not sure I actually enjoy it.

So, I’ve started experimenting with doing less but doing it more intentionally. On Sundays, instead of scrolling through recipes on my phone, I sit down with a physical cookbook and a cup of tea. I flick through pages, bookmark what I want to try, and take my time. It feels slower, but more focused and satisfying. Ironically, it might even be more efficient, because I’m actually paying attention!

What’s been most interesting is that I’m not alone in this shift. In conversations with friends, the same sentiment keeps coming up: we’re all a bit tired of digital. After spending entire workdays on computers, there’s a real desire to switch off in the evenings and at weekends. But that’s easier said than done, especially when our phones are designed to keep us hooked.

But.. people are finding their own ways to push back. One friend turned their phone to black and white to make it less appealing. Another deleted social media entirely. I have even set a strict 15-minute daily Instagram limit.

None of this is about rejecting digital life altogether. It’s about being more deliberate with it. Maybe that’s what this “year of analogue” is really about. It is recognising that not every moment needs to be optimised, and that sometimes, the most valuable use of time is simply being present in one thing.

For clients, this shift isn’t just a trend, it’s a useful signal about how people are starting to feel. After long days spent online or juggling multiple apps and alerts, customers are craving experiences that feel more tangible, focused, and human. The opportunity isn’t to abandon digital, because we know digital marketing is effective, but there’s opportunity to think carefully about where digital adds real value and where it distracts. For a clothing or home retailer, that might mean creating in-store experiences like pop-ups, that let customers browse, explore, and engage with products at their own pace, or highlighting items that encourage slow, deliberate enjoyment, like coffee table books! With the rise of analogue, the brands that stand out will be the ones that create space for customers to pause, engage, and feel present, turning everyday interactions into moments of value rather than digital noise.