The attention economy is burning people out.
We’re living in the age of too much. Too many emails, too many ads, too many notifications. The average person spends nearly 7 hours a day in front of a screen. We’re more connected than ever, but it’s taking a toll and consumers are increasingly choosing to disconnect. Silencing notifications, unfollowing brands, and seeking space from digital noise is becoming a regular routine, and even fashionable.
This is part of the growing movement of digital minimalism.
Driven by fatigue, mental health awareness, and a desire to be more present, people are reassessing how (and how much) they engage online.
For brands, this trend is both a warning sign and an opportunity.
Why is this a growing trend?
Coined by author Cal Newport, digital minimalism is the philosophy of using technology with greater intention. It’s about stripping back our routines and habits to what’s truly valuable.
It’s not anti-tech. It’s anti-clutter.
And consumers are embracing it in increasing numbers. We’re seeing it everywhere:
- A rise in screen time trackers, digital detox retreats, and minimalist smartphones
- A shift in content consumption, moving away from doomscrolling and toward more curated, meaningful media
- People unfollowing brands, unsubscribing from emails, and muting the noise
In New Zealand alone, studies show people are actively seeking balance, with the top reasons for unplugging being “to be more present with family” or “to focus on offline leisure,” yet most struggle to do it. That tells us something powerful: people want less screen time, but brands aren’t giving them the space to disconnect.
This is something brands need to pay attention to
Digital-first marketing has long been the default. But now, it’s running up against a hard truth: your audience is overwhelmed and they’re tuning out.
The rise of digital minimalism means traditional marketing strategies may be losing their impact:
- Consumers are quicker to scroll past, skip, mute, or unsubscribe
- Constant content output doesn’t mean constant engagement
- Shiny, high-frequency campaigns are becoming background noise
In fact, brands that continue to shout louder and publish more, risk creating an opposite reaction, driving disconnection.
But there’s good news: brands that adapt, that respect people’s time, energy, and attention are earning stronger trust and deeper loyalty.
How smart brands are adapting
Here’s what the most forward-thinking companies are doing in response:
Prioritise quality over quantity
Instead of pumping out daily content just to stay visible, brands are shifting toward less frequent, more meaningful communication. Think one thoughtful email instead of five forgettable ones. One rich blog post instead of dozens of filler posts.
Digital minimalism favours brands that know what they stand for and say it clearly, not constantly.
Invest in real-life touchpoints
In a world dominated by screens, real-world interactions feel luxurious.
Brands are returning to experiential marketing and in-person events to create emotional connections that digital can’t replicate.
- Pop-up shops and installations
- Community events or workshops
- Sponsorships that show up where people actually are
These are the kinds of interactions that cut through the noise because they don’t rely on algorithms, they rely on human connection.
Simplify digital presence
The best digital experiences are clear, calm, and easy to navigate. Whether it’s a website, a newsletter, or a social feed, users respond to less clutter and more clarity.
Smart brands are:
- Consolidating channels instead of trying to be everywhere
- Reducing push notifications and email frequency
- Designing for calm and clarity, not just conversion
Lead with empathy
People are tired of being “targeted.” They want to be understood.
Brands that acknowledge the mental load of modern life and reflect that in their tone, messaging, and intent are standing out.
Whether it’s encouraging screen breaks or shifting to slow, story-led campaigns, empathy is becoming a competitive advantage.
Build trust by respecting boundaries
Digital minimalism is as much about trust as it is about attention. People are savvier than ever, they can sense when a brand is overselling, over-promising, or overstepping.
Brands that are transparent, honest, and respectful of a customer’s time and inbox will win long-term.
Businesses doing it well
- Lush famously left social media to protect their customers’ mental health and now focus on in-store experiences and email newsletters.
- 2degrees NZ ran a campaign turning phone notifications into calming radio ads to promote digital wellbeing.
- Heineken challenged influencers to socialise offline as part of its “Social Off Socials” campaign.
- Nike continues to foster offline community through real-world run clubs and training events.
- Air New Zealand uses surprise pop-up events to promote flight deals, turning a booking experience into something exciting and shareable.
Each of these brands has leaned into real-life engagement and minimalist messaging and gained more loyal followers because of it.
Where to From Here?
If you’re a CMO, brand manager, or business owner, now’s the time to ask:
- Are we adding value or adding noise?
- Where can we show up meaningfully in people’s real lives?
- Are we building trust or chasing attention?
Digital minimalism isn’t about ditching technology, it’s about using it more wisely. And for brands, it’s a chance to cut through the clutter, re-humanise marketing, and build something lasting.
