2026 Consumer Trends We Can’t Get Behind and Why: Part 4 Of Our Six-Part Anti-Trend Series

We’re back for the fourth instalment of our 2026 Anti-Trend Series!

So far, we’ve challenged the idea that consumers want to co-create advertising, questioned if age-based targeting is finally obsolete, and debunked the myth that Gen Z are going entirely sober,

Now, we’re tackling a prediction that’s been gaining traction in cultural commentary for a few years now, the idea that there is a growing number of ‘Luddites’ (particularly younger individuals), who are abandoning the digital world of smartphones and social media for good.

At a glance, the narrative feels timely. We are all feeling the weight of algorithmic fatigue, screen-time anxiety, and digital burnout. But does this signal a widespread behavioural shift that should keep advertisers up at night?

Let’s take a closer look.

The predicted trend: “The Rise of the Luddite Class”

This trend suggests there is a growing group of young consumers rejecting algorithmic culture. They barely use social media, don’t follow trends, avoid feeds and discovery engines, and instead find music, fashion, brands and ideas organically. Less scrolling, less platform dependence, less digital connections.

In theory, this paints a picture of a generation that values authenticity over virality, discovery over recommendation, and being present in the moment over doomscrolling.

If this is happening, we can only begin to imagine how vast the consequences for brands might be:

• Lower reach on social platforms (particularly among younger audiences)
• Social platforms losing cultural power
• Algorithms becoming less influential in shaping taste
• A different consumer journey, with a return to “offline” discovery and word-of-mouth versus online recommendations and reviews

Sounds like it could be a huge problem for the ad industry, brands and content creators alike, right? Here’s why we don’t think we need to worry too much. 

I’ll admit, I’ve seen this play out in my own circles to some extent. Friends vow to delete Instagram to ‘be more present’, and engage in more offline hobbies like jigsaws, and reading books to replace evening scroll time. But it never sticks. I’d liken this mindset to my recurring vow to cut out sugar: complete abstinence is a beautiful idea that rarely survives a Tuesday afternoon.

Inevitably, we always find our way back to the "algorithm pit" - usually starting with a ‘quick check’ of YouTube or TikTok because of some shocking entertainment news that makes it into the group chat and spirals back into daily usage (Brooklyn Beckham going nuclear on his parents via his Instagram story springs to mind). The data confirms that my social circle isn’t an outlier…

Data from Kantar’s TGI shows that social media usage actually increased year-on-year between 2024 and 2026 by 5% among 16–24-year-olds in Great Britain. Additionally, there has been nearly a 15% increase in the number of 16-24-year-olds checking social media at least ten times a day 2024. This isn't just a ‘Gen Z’ phenomenon either; social media usage among 25–44-year-olds is also up 6% over the same period.

So, where are these Luddites?

With UK smartphone sales up by 1.24 million since 2024 and screen time hitting an all-time high in 2025, it begs the question whether this trend is simply a reflection of the intention-action gap we are so used to witnessing in human behaviour. Much like how privacy concerns rarely stop people from using data-driven apps, the desire for a ‘digital detox’ is a mindful aspiration that most consumers fail to achieve in practice.

Rather than a mass departure from these online channels, we may expect to see an attempt to be more ‘digitally mindful’, that manifests itself in more subtle ways, such as:

• Managed screen time: Instead of binning the phone, users are adopting ‘gatekeeper’ apps like Opal or Freedom to block social media during work hours or before bedtime so they can focus. They aren't leaving; they’re just setting boundaries.
• Platform hopping, not abandonment: We may see migrations away from platforms perceived as less positive, more addictive (like the shift seen with X). However, users are likely to need a replacement platform rather than moving offline completely.
• The launch of the ‘Ad-Free’ tier: With Meta launching their paid, ad-free subscription models, we may see some groups paying to clean up their social media experience.

2026 will not be the year the lights go out on social media. Even if consumers limit their screen time, they remain reachable - just perhaps less consistently.

Our advice to brands and advertisers:

• Understand when your audience are online: Our audience experts at Behave use in-depth research to understand exactly the time of day and day of week audiences are engaging in relevant behaviours. If they are being more "mindful" with their time, your window to reach them is smaller, making precision and your time to cut-through more vital than ever.
• Watch out for ad-free subscriptions: Keep a close eye on the uptake of ad-free tiers. If this grows rapidly, you’ll need to pivot your investments into offline channels.
• Bridge the Gap: Don’t ignore offline touchpoints. If consumers are craving real-world moments, make sure your brand is present in the physical spaces where they go to disconnect.

The "Luddite Class" makes for a great headline, but the data tells a different story. Consumers aren't throwing their phones in the sea; they’re simply trying to find a way to live more mindfully with them. For brands, the challenge isn't finding these ‘missing’ consumers - it's ensuring that when they do look at their screens, your message is worth the interruption.