Why Offline Activities Are The New Black for Digital Marketers.

In 2025, marketing isn’t just happening on screens. Consumers are pushing back against digital fatigue and finding joy in real-world activities like run clubs and even using dumb phones. For postgraduate marketing students at ECU, this shift is more than a trend—it’s a signal for where brands and future employers are heading. Here are five reasons why offline activities are the new online—and how you can put this thinking into practice.

1. Digital Fatigue Is Fueling Change

After years of being glued to devices, people are reaching their limit with screen time. Dumb phones—basic call-and-text-only devices—are making a comeback as a way to escape constant digital noise.

ECU example: Students at Mount Lawley and Joondalup campuses are starting to experiment with “digital detox days”, leaving smartphones in their lockers to stay focused during long study sessions.

Marketing takeaway: Create campaigns that respect your audience’s attention. Whether it’s an ECU student event or a local brand activation, think offline-first to give people a break from the constant scroll.

2. Run clubs and show the power of community.

Run clubs are booming across Perth, proving that people want more than digital connections—they want belonging.

ECU example: Groups of students regularly meet at Joondalup Lake or Scarborough Beach for casual runs that double as social catch-ups. These are grassroots communities with a strong word-of-mouth effect—something every marketer should study.

Marketing takeaway: Partner with local or student-led groups. Imagine a brand sponsoring a “Run + Study” club at ECU, with coffee vouchers from local cafés like San Churro in Joondalup as incentives.

3. Offline Moments Drive Online Sharing

Ironically, the most memorable offline activities often end up online. A group run through Kings Park or a student-led “screen-free day” becomes Instagram-worthy precisely because it’s rare.

ECU example: The annual student sports carnivals are filled with offline moments—team huddles, games, and celebrations—that later flood student social media feeds. These are authentic, shareable stories.

Marketing takeaway: design experiences that feel so genuine that people want to share them. Consider events such as campus-based pop-ups, live events, or student-run zines for ECU students.

4. Dumb Phones Represent Intentional Living

Dumb phones aren’t about rejecting tech—they’re about controlling it. For young professionals, it’s a statement about focus and balance.

ECU example: Postgraduate students juggling study, work, and placements are experimenting with dumb phones to cut distractions during crunch time. It’s about carving out mental space in an always-on world.

Marketing takeaway: Brands that align with this intentional lifestyle—promoting wellbeing, mindfulness, or productivity—will resonate strongly with students and young professionals alike.

5. Offline + Online = The Future of Marketing

It’s not about choosing between offline or online—it’s about blending the two. The future of marketing is hybrid.

ECU example: Imagine an ECU postgraduate networking night in Joondalup with limited phones allowed, but professional photographers capturing the moments. Attendees stay present offline, while the polished content later fuels LinkedIn and Instagram buzz.

Marketing takeaway: Build campaigns that start offline but have a natural online afterlife. This hybrid model is exactly what postgraduate marketers will need to master as they step into industry roles.

✅ Final Word: For ECU postgraduates, the shift to offline activities is more than a lifestyle change—it’s a career insight. The brands (and students) who understand how to bring offline and online together will be the ones shaping Perth’s marketing future.

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).