An Executive Voices Blog by Sophie Bloomfield, Creative Director & CEO at Sophie Bloomfield Consultancy (SBC)

Lo-fi and digital detox are trends that have evolved from consumers’ need to distance themselves from increasing amounts of technology in relation to their mental health.

Traditionally, hi-fi has stood for high fidelity in terms of sound frequency, while lo-fi stands for the exact opposite. Over time, however, lo-fi emerged as a term used in the music scene to describe bands that were stepping away from the over-engineered and autotuned sound that had become popularized. This lo-fi label has been associated with bands like The Strokes, Car Seat Headrest, and Mountain Goats. Lo-fi continued to evolve over time and shifted again in 2020 with content that was meant to be played in the background to recreate the feeling of being in groups. One example is the YouTube study pal series Lofi Girl, which went viral during the pandemic. The channel now has over 14.8 million subscribers.

Digital detox is a trend that can run alongside lo-fi. Where it differs is in the respect that it’s more of a cultural movement, rather than a creative one, where people are monitoring their screen time. This can include having a set amount of time away from social media, in the same way that some consumers take a month off from drinking alcohol during Dry January in order to make more time to be outdoors and connect with others in the real world, instead of the digital one.

Consumers are increasingly connecting with these trends as the digital world gets faster and “noisier” with more content launching every year. We’ve seen this in the entertainment world with the flurry or different AVOD and SVOD streaming platforms, YouTube content, and  linear TV. On social media, terms like “doom scrolling,” “clickbait,” “ghosting,” “toxic positivity,” and “trolling” show consumers’ understanding of the mental health implications of the overuse of and, in some instances, being addicted to their devices. It’s these increasing concerns that are moving consumer habits towards a lo-fi and digital detox lifestyle.

A great example of the digital detox trend are unplugged holidays, which play into people’s desire to go “off grid” (not using or depending on public utilities, especially the supply of electricity) and get back to a basic way of living and existing. A simplified version of this is the growing movement towards getting into nature on the weekend, which can be as simple as going to a farmer’s market or on a hike.

The lo-fi trend, as previously mentioned, is much more linked to the arts and to younger demographics expressing themselves. An example of this is the trend of past technology, including the rise of teens using early 2000s digital cameras to take photos of themselves to share online, use in bullet journals, and share with friends. These cameras have recently gone viral on TikTok and Instagram, as well as inspiring articles examining Gen Z and Gen Alpha’s obsession with technologies that were popularized well before they were born.

This doesn’t come as a massive surprise as, much like other cultural trends, the focus on—and eventual move away from—technology goes in cycles. The reason this trend is interesting is that Gen Z are making the conscious decision to step away from what they’ve been marketed to buy. (For example, the last two iPhones performed below expectations.) Instead, they’re choosing retro-inspired or vintage technology that allows them to express themselves without the mental health pitfalls of modern social media.

This trend is bleeding into other categories, inspiring everything from apparel to home goods. Marc Jacob’s recent Heaven range is an homage to the Y2K era, for example, and Sandy Liang’s FW2025 collection is a massive reference to Y2K girlhood with pieces inspired by Polly Pocket and vintage technology.

Interestingly, a product category that takes great advantage of both the lo-fi and digital detox trends is technology. Nostalgic technology like film cameras, projectors to have movie nights with, and analogue mobile phones have grown in popularity in recent months. Other categories that work well for these trends are beauty and wellness products (including bath bombs, candles, and food supplements for destressing) as well as publishing.

A great way to apply the lo-fi and digital detox trends to character brands is to develop artwork (if this makes sense with the brand’s core story) that relates to nature and getting outdoors and then partnering with a specialist retailer or brand to create a curated and meaningful range.

When trying to appeal to Gen Z and Gen Alpha through lo-fi offerings, it’s important to think about the end use of the product. For example, if a phone brand wanted to develop a new model of mobile phone they could totally de-spec a current model, limiting its core functions to calls and text messages. A recent example of this is the Barbie x HMD flip phone collaboration.

It’s also important for brands to consider the integrity of the trend when thinking if this makes sense for their IP. Questions they might consider are does this connect to the core ethos or identity of the brand? Will this product or range enable the consumer to go off grid? Is this product sustainable? Does the product connect to nostalgia?

The lo-fi and digital detox trend certainly has longevity. More so than ever, cultural-led trends are more likely to last—largely because of how relatable they are. They also have the ability to evolve moving forward, which is exciting to see. For example, I envisage lo-fi evolving into the food supply chain space (i.e., grow your own), services like repair shops, and even craft circles as people continue to focus on connecting with others in a meaningful and healthy way.

SBC uses data and information from environmental, societal, economic, and creative sources to predict future trends to lead creative and business strategies.