The Digital Minimalism Era: Culture Shifts and the Future of Marketing
There’s a new trend bubbling up—and it’s not another TikTok dance. Gen Z is tossing their smartphones, dusting off MP3 players, and rekindling their love affair with wired headphones. Welcome to the era of digital minimalism—or as we boldly attempt to dub it, Digman. (No promises that name sticks.)
In the latest episode of the No Normal Show, Stephanie Wierwille, Desirée Duncan, and Chris Bevolo talk through the cultural forces driving Gen Z’s shift toward a more analog, disconnected life—and what it means for healthcare marketers who are still playing by yesterday’s digital rules. But first, let’s cover the highlights.
Meta’s Mess and the High Cost of Convenience
First up: Meta is under fire again. Facing accusations of “killer acquisitions,” the tech giant is being challenged for buying out competition like Instagram and WhatsApp to secure dominance. Chris passionately points out, Big Tech behaving badly is one thing, but Big Tech eroding trust and limiting consumer choice is another.
Gatorade’s Cultural Play: Sweat, Loss, and Winning Big
On the flip side, Gatorade’s new “Lose More, Win More” campaign with Kendrick Lamar is a masterclass in cultural relevance. Tapping into Kendrick’s unmatched cultural cachet and the growing dominance of the WNBA, Gatorade proves that brands who connect emotionally—and truthfully—with culture win big. This moment reminds us as marketers that we have to align brands with the current culture; not only with what’s trending online. Tapping into real, powerful movements builds lasting equity.
The Rise of Digital Minimalism: Why Gen Z Wants Off the Grid
At the heart of this episode: the massive pushback against “always-on” digital life. Gen Z is choosing flip phones, vinyl records, and in-real-life experiences over curated digital identities. It’s not only nostalgia—it’s a rebellion against tech addiction. After growing up online—bombarded by social media, advertising algorithms, and non-stop digital noise—Gen Z is burnt out. Studies consistently show alarming rates of anxiety, depression, and decision fatigue linked directly to excessive tech use.
Opting for a flip phone or an MP3 player could pass as “just” a fashion statement, but it’s also an act of self-preservation. It’s a tangible way to reclaim autonomy, peace of mind, and a sense of control over how they spend their time.
In this sense, digital minimalism is a genuine emotional response to an environment that feels increasingly overwhelming and manipulative.
So, What Now?
Healthcare marketers need to stop assuming digital-first = digital-only. You need to think like Gatorade, not Meta. You need to connect like Kendrick, not Zuck.
Are you ready to unplug from outdated strategies and move beyond the scroll?
Contact our BPD team at nonormal@bpdhealthcare.com and let’s make some no normal magic happen.
Come find BPD this week at Becker’s 15th Annual Meeting and HMPS 2025! We’d love to see you!
