It was probably inevitable that, as the world becomes increasingly digital-heavy, there’d be a counter-movement led by marketers, recognising that the ‘un-scrollable’ moments are what stick.
In what has been called the ‘tactile revolution’, brands that create immersive, sensory-rich experiences are wooing more customers.
It’s happening for the simple reason that branding isn’t merely what people see; it’s how your brand engages with all of their senses.
It’s why more and more high-tech brands are pivoting to ‘high-touch’ physical experiences to build loyalty.
But is it any wonder that appealing to consumers’ senses of smell, sound, and touch can drive marketing behaviour and emotional connection in ways that visuals alone can’t?
We’re not robots that respond to 1s and 0s, but products of the evolution of all our senses and the myriad ways they influence our minds.
This pushback against ‘digital fatigue’ works best for clients in luxury, B2B services or high-end retail using high-quality materials to evoke emotional responses where touch, texture, and personalisation are synonymous with real value.
Brands that are seeing the shift
One of the most popular examples at the moment includes vinyl records, experiencing a sustained resurgence to enjoy 13.3% growth in 2025 in the UK, with over 43 million sold in 2024. Driven by Gen Z, this format has even begun to outsell CDs.
Similarly, despite the convenience of e-readers, sales of printed books stay high precisely because people enjoy the smell, weight, and the ability to disconnect while reading.
Instant Cameras (led by Fujifilm’s Instax and Polaroid) are now part of a booming multibillion-dollar industry offering tangible, non-digital personal experiences that you can hold immediately.
Brands are also returning to physical catalogues that – surprise, surprise – feel more ‘real’ than digital versions, with 71% of consumers finding them more trustworthy.
Creating your own experiences
So, how can you use this to your advantage? If you’re looking to encourage people to engage with your brand, consider how you can create a physical and tangible experience for them.
This could be an event or webinar you organise where you send prospects or customers a VIP Ticket. Build relationships face-to-face and run workshops that engage them in a way that watching an educational video online can’t match.
Send out a printed version of your catalogues or newsletter (like the Carloss Chronicle) to give your customers something they can hold and keep on their desk or at home as a constant reminder. If you’re worried about the environmental aspect of this, you can partner with companies like Ecologi to plant new trees and offset the impact.
You could even partner with another brand that has a logical connection to your own and create a unique experience together. This will help you to build stronger relationships with existing customers and also position yourself in front of a new audience.