5 Reasons Offline Activities Are Becoming the New Online Strategy

By Digital Marketing Crew, Perth, WA

A university student with his old phone.

For ECU postgraduate marketing students, staying ahead of consumer trends is critical. In 2025, one shift stands out: offline activities are becoming the new drivers of online engagement.

With Australians spending an average of 6.8 hours online daily, digital fatigue is real. More consumers — especially Gen Z and young millennials — are disconnecting, seeking authentic, in-person experiences instead.

From running clubs to the rise of dumb phones, here are five marketing insights that can inspire your next campaign, class project, or strategy pitch.

1. Digital Fatigue Is Redefining Consumer Behaviour

ECU students know better than anyone how overwhelming constant notifications, online ads, and algorithm-driven content can be. Across Australia, consumers are intentionally reducing screen time and prioritising offline connections.

What this means for future marketers:

• Digital-first campaigns are no longer enough.

• Brands must integrate offline touchpoints to build trust and loyalty.

• Pop-ups, community events, and live activations are becoming more powerful than banner ads.

For postgraduate projects, this shift is worth exploring when analysing consumer behaviour frameworks and campaign strategies.

2. Running Clubs Are the New Social Networks 🏃‍♀️

In Perth, running clubs have exploded in popularity, becoming a community-building tool and a marketing opportunity. Groups like PERTH Running Crew regularly attract 100+ participants each weekend, many of them ECU students and young professionals.

Brands like Nike, Lululemon, and On Running are leveraging these communities to create brand loyalty without traditional advertising.

Marketing takeaway for ECU students:

• A single 5K run generates hundreds of Instagram reels, TikToks, and Strava posts.

• Offline experiences produce organic user-generated content (UGC) at scale.

• Consider incorporating this trend into your campaign pitches or assignments to show you understand real consumer insights.

  
  

3. Dumb Phones Are Making a Comeback 📵

Remember the Nokia 3310? It’s back. Young consumers are swapping their smartphones for “dumb phones” to cut down on screen time, reduce anxiety, and be more present.

Why it matters for marketers:

• Less screen time means digital ads reach fewer eyes.

• Brands need to create offline-first experiences — like pop-ups, meet-ups, and live workshops.

• Owning a dumb phone is now a status symbol for intentional living.

ECU students can use this trend to explore brand positioning and audience segmentation in marketing strategy coursework.

4. Hybrid Journeys Are Key to Engagement

For brands, the future isn’t choosing between online and offline — it’s about integrating both. A local running event can build physical engagement, while social amplification fuels digital reach.

For ECU postgraduate marketers, this trend highlights the importance of omnichannel strategy. Employers expect graduates to design seamless brand journeys across every touchpoint.

5. Community Is the New Currency

Consumers now prioritise belonging over brand awareness. Whether it’s joining a Perth running collective or embracing the dumb phone lifestyle, people want to feel part of something meaningful.

For ECU marketing students:

• Think beyond impressions and clicks.

• Build campaigns around shared values, authentic storytelling, and co-created experiences.

• This approach works perfectly in case studies and real-world marketing plans.

  
  

Key Takeaways

Offline is no longer “old-school” — it’s the new growth engine. For postgraduate marketers, understanding this shift opens opportunities to:

• Design campaigns that inspire in-person participation

• Leverage UGC from real-world activations

• Build deeper consumer connections that amplify online

In Perth — and at ECU — the future belongs to marketers who can create experiences worth logging off for.