“New year, new me.” It’s a different year, but people's conscious goal-setting remains at the forefront of conversations in January.
With the holiday period comes a time for rest and relaxation, and this often means more time spent mindlessly scrolling on social media, staying up until 2 am in a TikTok hole, and taking advantage of the holiday specials on TV. Following this comes a time for reflection, and many are left thinking, “Wow, I spend way too much time doomscrolling!”
Ironically, thousands of people have turned to TikTok to share their 2026 goal of “going analog.” People are intentionally prioritizing non-screen-based activities and media to reduce brainrot – think reading instead of scrolling, or handwriting notes instead of constant back and forth on WhatsApp.
However, for Gen Z, who don’t know an adult life without instant access to technology, going analog or “digital minimalism” doesn’t mean waving goodbye to social media altogether (the Creator Economy breathes a sigh of relief); they're just shifting the way they use it.
Substack has seen a huge rise in popularity in line with the adoption of digital minimalism. Users can consume long-form written content on their niche interests, and it’s like the happy middle ground between doomscrolling and picking up a 1000-page hardback.
Brand opportunity
Food and recipe content is popular on Substack, and there’s a huge opportunity for brands to integrate into this. We’ve already seen success with DoorDash, as we partnered with popular foodie Substackers to link out to the DoorDash grocery page so that their audience can easily shop the ingredients needed to recreate their recipes.
Drinks brand Diageo could work with F&B Substack creators (21+, of course) to produce a regular series of cocktail how-tos using different spirits under the Diageo name, including Smirnoff vodka, Don Julio tequila, or even their alcohol free alternative, Seedlip.
Not everyone is choosing to go analog. Many creators are deeply passionate about digital content creation, but are finding new ways to push the boundaries of what “creative” looks like, and digital junk journals are on the up.
There are so many free tools available now – like Canva and Adobe Express – that allow creators to experiment with out-of-the-box content. They’re using elements like text, stickers, and unique layouts to experiment with junk-jornalling without committing to buying and storing physical materials.
This is a great way for creators to get more creative, stepping away from the slick and clean aesthetic that was popular on social media for so long, but it’s also a great way for aspiring creators to experiment.
Hyper-creativity on static Instagram posts is a great way for those who want to build an online presence to showcase their personality and identity without braving speaking to a camera – that can come later!
Brand opportunity
A rising K-beauty brand like “ Beauty of Joseon” would be a perfect partner for creators who are producing collage-like content. They could work with creators on collages that show a post-skincare selfie, with mini Beauty of Joseon products layered over the image to show the products they used to achieve the look.
The Marty Supreme movie featuring Timothee Chalamet is now in theatres, but does it live up to the marketing hype?
The marketing in the lead-up to what critics say could be the best film of 2026 was designed to be unmissable, giving movie production houses something to live up to this year. It certainly worked, because the blockbuster based around table tennis is still dominating conversations two weeks after its release.
One of the most notable marketing outputs, which provided weeks' worth of content for LinkedIn’s corporate world commentators, was an 18-minute Zoom sketch where Timothee Chalamet (Marty Supreme) played an egomaniac pitching ludicrous ideas to the A24 marketing team.
We didn’t step away with a clear idea of what to expect from the movie, but as ADWEEK put it, “Marty Supreme proved that when you stop trying to sell and start trying to intrigue, when you build curiosity like a tantalizing secret, you don’t just attract eyeballs. You forge a collective experience, turn marketing into shared folklore, and make your brand utterly, irresistibly unforgettable.”
Brand opportunity
Warner Bros. Pictures could take inspiration from A24 in the lead-up to the release of their film adaptation of Wuthering Heights. The film will feature Margot Robbie and Jacob Elordi, and is directed by Emerald Fennell, who also directed the iconic Saltburn. The marketing could lean heavily into the 18th-century setting through experiential world-building across the globe, elevated by local market influencers sharing their experiences, and press junkets hosted by popular book-fluencers like Jack Edwards.
Want to discuss how your brand can jump on the hottest trends for 2026? Reach out to us at hello@digitalvoices.com.
