“Why Offline Activities Are The New Online Activities”

In today’s hyper-digital world, the biggest trend isn’t another app, platform, or algorithm. It’s a shift away from screens. Across Perth — and especially among students at Edith Cowan University (ECU) — more people are rediscovering the value of “offline” activities. In an ironic twist, these very activities are becoming the new drivers of online culture.

Two great examples are run clubs and the rise of “dumb phones.”

1. Run Clubs: Connection Over Clicks

Running has always been a solo pursuit. But in 2025, running groups are exploding in popularity, particularly among younger demographics. These clubs aren’t just about fitness — they’re about belonging, networking, and showing up authentically in real life.

At ECU, students are increasingly joining local initiatives like the West Coast Running Club or weekly parkruns at Lake Joondalup and Whitfords Nodes Park. Even informal student-led run groups that meet on campus are gaining traction.

Here’s where marketing theory comes in:

• Experiential marketing suggests consumers respond more strongly to experiences than messages. A shared 5km run, followed by coffee at Little H Café in Duncraig, becomes a story worth retelling — both offline and online.

• The FOMO effect (Fear of Missing Out) plays a role too. When students see their peers posting sweaty selfies after a run, they feel encouraged to join in next week.

• This creates authentic brand touchpoints: local cafés, athletic brands, and even ECU student clubs gain visibility not through ads, but through shared experiences.

2. Dumb Phones: The Anti-Smartphone Movement

Another surprising shift is the revival of “dumb phones” — simple devices with no apps, just calls and texts. Why? Because many young adults, including ECU students, are craving freedom from endless scrolling.

On campus, you’ll hear about “digital detox weekends,” where students leave smartphones at home and reconnect with friends in person. Some even bring their Nokia flip phones to uni as a statement of intent: less distraction, more focus.

From a marketing perspective, this is fascinating:

• Consumer identity theory tells us that products aren’t just functional — they help people express who they are. A dumb phone says, I value presence over distraction.

• Yet paradoxically, using a dumb phone often gets documented on Instagram or TikTok — the act of disconnecting itself becomes shareable content.

• This shows the blurred boundary between offline choices and online storytelling. Even resistance to technology becomes part of digital culture.

What This Means for ECU Marketing Students

For postgraduate and marketing students at ECU, these examples highlight an important truth:

• Offline experiences create online conversations.

• The most engaging digital content often starts in the real world.

• Brands can’t just exist online — they need to design offline moments worth sharing.

In Perth, where lifestyle is a selling point, this is especially relevant. Think of a sunset jog at Scarborough Beach, a group run around Lake Monger, or a study break over coffee in Mount Lawley — each of these experiences has the potential to ripple across social feeds.

Final Takeaway

The future of marketing isn’t only about targeting people online. It’s about designing offline moments that spark authentic stories. Run clubs and dumb phones may seem far removed from digital campaigns, but they reveal the same truth: in a noisy online world, authenticity offline is what truly gets amplified online.

So, as ECU students step into the world of marketing strategy, the challenge is clear: the next big digital trend might not be happening on your phone — it could be happening outside the classroom, on a run, or in a moment of choosing simplicity over distraction.

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