‘Posting Zero’ is just the tip of the iceberg

A study recently published in The Financial Times, which surveyed 2,50,000 online users across 50 countries, found that social media usage has dipped 10% in recent years, particularly among young people, due to over-commercialisation, excessive ads, and AI-generated content.

This phenomenon, dubbed ‘Posting Zero’ by a columnist from The New Yorker, sees users stop sharing personal updates as they tire of the noise and the friction.  

This is not an isolated phenomenon or a passing social media trend, but symptomatic of a larger cultural shift, as pointed out by Dentsu Creative in their 2026 Trends Report, ‘Generative Realities’, which captures a world that is both exhausted and exhilarated by change.

Dentsu noted that in response to a world shaped by algorithms and powered by AI, younger generations are increasingly seeking friction, tactility and imperfection.

Rising interest in “dumb” devices (45% of Gen Z), analogue aesthetics and all things hand-crafted reflects a desire for texture over polish. 40% of respondents Dentsu surveyed globally agreed that “the online world feels so stressful I try to switch off as much as possible” and 50% said they were actively rationing their screen time.

Dentsu predicted that brands that champion a healthier, safer relationship with online media will reap the benefits.

Chasing escapism and ‘trad lives’

Additionally, focus seems to be shifting offline. Dentsu observed a widespread desire to reconnect with nature, to seek new forms of social connection as well as an instinct to soothe.

In a world of ever-greater conflict and anxiety, consumers are seeking escape from adult responsibilities and modern realities in fantasies, fandoms and fluffy toys. What once looked like frivolity now functions as emotional infrastructure as traditional milestones such as home ownership, career security and long-term financial stability move further out of reach for younger generations.

“Some of these trends may seem frivolous or faddy at first glance - adult collectibles or daytime coffee raves - but speak to a profound human need for connection, comfort and community,” commented Pats McDonald, global chief strategy officer, Dentsu Creative.

Fandoms are louder, prouder and more impassioned than ever before, as people seek new ways to connect and define themselves. 65% of Indians said they define themselves by the fandoms that they are a part of.

In addition to fandoms, hobbies and hangouts of older generations, from knitting to Mahjong, are making a comeback as consumers increasingly seek new models of togetherness. 40% said they feel more connected to online communities than neighbours but 50% agreed that they were interested in alternative ways to socialise. Silent book clubs, sober raves and supper clubs have emerged as a result, reflecting an active rebuilding of social infrastructure.

Dentsu also observed a widespread desire to reconnect with nature with consumers all over the world exhibiting a yearning to touch grass and root their hands in the soil. This could be partially driven by rising climate anxiety. People are reconnecting with the land through farmstays, hiking, camping, foraging, gardening, and growing. In India, young Indian entrepreneurs are returning to farming at unprecedented rates.

The duality of digital

But even as the desire to disconnect grows stronger, younger generations remain inextricably tied to technology. According to Dentsu’s report, 53% of people now use AI chat platforms in their personal lives, rising to 70% of Gen Z, highlighting the generation’s increasingly complex relationship with technology.

Consumers are forming increasingly personal bonds with chat-based platforms while simultaneously growing more wary of mass-produced content and AI-influencers - with hyper-real virtual musicians, actors and influencers posing a host of ethical questions. 32% of respondents sometimes feel that AI understands them better than friends and family, with 51% turning to AI to answer questions they would previously have explored with friends and family.

“We see a new balance emerging between acceleration and deceleration. People crave both the hyper-real and the handmade, the digital and the deeply human. Here lies the tension, and the opportunity, for brands,” commented Yasu Sasaki, global chief creative officer, Dentsu.

Finally, Denstu highlighted how nostalgia remains robust year on year as customers crave the simplicity and cultural connectedness of previous generations. The company said brands may find new inspiration from reaching into their archives, both in terms of product reinvention and advertising assets.