Why Offline Activities Are The New Black For Digital Marketers?

At Edith Cowan University (ECU), postgraduate marketing students are encouraged to think critically about where culture is moving—and increasingly, that movement is offline. Across Perth, a fascinating shift is unfolding: activities that take place away from screens, like run clubs and even “dumb phone” use, are becoming powerful social markers. For marketers, this isn’t just a lifestyle trend—it’s a signpost for the next wave of cultural value.

From Digital Saturation to Digital Rebellion

For years, digital marketing thrived on our scrolling habits. Likes, comments, and shares were the currency of engagement. But today’s consumers, particularly Gen Z, are pushing back against constant connectivity. There’s growing fatigue around algorithms, endless notifications, and the pressure to curate online identities.

This shift is what some call a “digital rebellion”. Instead of being online to prove value, people now seek out offline-first experiences to establish identity, belonging, and balance.

Perth Run Clubs: Social Platforms Without the Screen

Perth is home to a thriving running

club scene, and it illustrates this shift beautifully. Groups like Perth Run Collective and Perth Social Runners offer not just exercise but social belonging. Weekly meetups—from interval training in Subiaco to “run-dip-sip” Sundays at Trigg—create a sense of connection without likes or filters.

Local media have even noted how run clubs are becoming the “new dating app”, fostering relationships and friendships in ways that digital platforms can’t replicate. For marketers, this is a vital lesson: offline communities can function as brand platforms in their own right. Sponsoring or supporting a run club, for example, embeds a brand in authentic, real-world culture—something an Instagram ad may struggle to achieve.

For ECU students, the takeaway is clear: Perth itself is a living case study of how community-led offline movements create cultural capital. Attending or researching these clubs could provide valuable insights into shifting consumer behaviour.

Dumb Phones: Minimalism as a Statement

Another surprising trend with relevance for marketing students is the rise of “dumb phones.” These simple devices, offering calls and texts but little else, are increasingly popular with young Australians seeking freedom from digital overload.

For some, switching to a dumb phone is about focus; for others, it’s a lifestyle signal. It communicates values like minimalism, independence, and intentionality. In marketing terms, this is scarcity becoming desirable. When “less” feels more authentic, brands must rethink how they frame value.

Implications for ECU’s Emerging Marketers

So, what does this mean for you as an ECU postgraduate student preparing to enter the industry?

• Rethink engagement: Success may not always be measured in clicks. Consider how to measure impact in offline-first communities.

• Prioritise authenticity: Real-world activities, from park runs to phone-free meetups, foster deeper trust and loyalty than digital campaigns alone.

• Respect offline spaces: Don’t interrupt; support. Look for ways marketing can enhance these offline movements rather than co-opt them.

Conclusion

Offline activities are no longer just breaks from digital life—they are central to how people define identity and belonging. In Perth’s vibrant run club culture and the resurgence of dumb phones, we see how being offline has become a cultural statement.

For ECU marketing students, these examples are more than curiosities—they are signals. The challenge ahead is to design strategies that understand, respect, and amplify this offline shift. After all, in a world where everyone is online, sometimes the most powerful way to stand out is to step away.

Would you like me to frame this as a blog for ECU’s own marketing school (with a direct “you” voice to students) or keep it more general, with ECU lightly referenced as a local anchor?

#TheDigitalMarketingCrew #ECUMKT5325, and others if you deem any suitable, along with the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).