Mediahub and Ideally have released a new study titled 'The Slow Dopamine Shift: Reclaiming Connection in a Digital World'. The study uncovers a rising trend among Australians who are turning to offline hobbies in search of balance, indicating a cultural shift in how people engage with media and brands. More than 68% of respondents cited recent adoption of new offline hobbies.

The study suggests that Australians are increasingly overwhelmed by digital fatigue, but the cultural pivot towards offline activities provides opportunities for brands to reconnect with audiences in more impactful ways. The study reveals a stark contrast in how younger and older generations interact with media, reflecting a distinct generational attitude towards digital detox.

Three key trends driving the slow dopamine shift are identified: the joy of analogue entertainment, the rise of digital detox, and young women and the social media trap. The study provides several actionable insights for brands to authentically engage with audiences in a landscape pivoting towards slower dopamine experiences.

"The fact that Australians are seeking slower, more intentional experiences to combat the effects of digital fatigue, which underlines an important emerging cultural movement is fascinating," said Chief Strategy Officer, Mediahub ANZ, Linda Fagerlund. "For brands and agencies, this presents an opportunity to rethink how we are engaging audiences across both digital and offline media, to offer meaningful connections, not just fleeting impressions".

The study also found that 65% of Young Adult respondents agreed or strongly agreed with the statement, 'Do you generally feel happier when you spend less time online?'

Head of Australia at Ideally, Simon Gawn, said: "For marketers and brands, understanding these generational nuances is critical to crafting messages and experiences that resonate authentically with each group's unique relationship to digital media.

"When Mediahub approached us to find what the impact of an always-on online culture is having on social connections, mental health, attention spans and critically our happiness levels when we switch off, we were able to quickly deliver cross-generational insights."

"As Australia embraces a slower, more intentional approach to media consumption, brands have an opportunity to innovate and build deeper connections," said Fagerlund. "By leaning into analogue experiences, fostering real-world communities, and demonstrating care for audience well-being, brands can thrive in a landscape increasingly shaped by the Slow Dopamine Shift."