As digital culture continues to evolve, there is growing evidence that audiences are shifting away from years of screen-first behaviour and seeking more meaningful real-world connection. Writing for Creative Brief, Annie Harte, Audience Strategy Lead at eight&four, explores why brands should rethink how they engage people in an era of social fatigue.
Over the past decade, culture has largely been shaped online. Meme output, platform trends and algorithmic signals have become dominant measures of relevance, influencing everything from language and music to travel and brand investment. But this level of optimisation has its limits. Younger audiences in particular are beginning to step back, experimenting with digital boundaries and spending less time on social platforms in search of deeper, more human experiences.
This shift is fuelling renewed interest in IRL moments. Not as a replacement for digital, but as the spark that gives digital content meaning. When people genuinely want to be somewhere, documentation and amplification happen naturally. The cultural impact of shared experiences such as fans attending a Pitbull concert in matching bald caps shows how presence itself can become the story, with audiences choosing to carry the moment online.
IRL experiences offer qualities that digital platforms still struggle to replicate fully. Emotion, unpredictability and sensory memory all contribute to moments that feel authentic and worth sharing. Rather than chasing virality, the opportunity for brands lies in creating experiences worth attending and allowing audiences to do the rest.
Importantly, scale is no longer the sole objective. Micro-communities and fandoms increasingly shape cultural influence, often punching above their size. Institutions such as the Victoria and Albert Museum have demonstrated the power of involving communities directly, while brand activations rooted in everyday human insight, such as Tinder partnering with Runna, show that IRL connection does not need to be grand to be effective.
The most successful real-world moments share a common trait. They feel organic. Strategy is present, but invisible. Imperfection and spontaneity build trust, making experiences feel human rather than manufactured.
IRL is no longer a nice to have for brands. It is becoming central to how culture is experienced, shared and remembered. After a decade of optimising for screens, the next opportunity lies in optimising for people and designing moments that reward showing up.
Read the full article here.
