Gen Z Leads "Touch Grass" Movement for Real-Life Experiences

The "Touch Grass" movement, driven by Gen Z, promotes spending time in real-life environments rather than online. A Mastercard study involving 27,000 Europeans found that 64% prefer human advice over digital interactions, and 46% plan to reduce tech use for real-life experiences.

In India, a Zomato report indicated that 83% of Gen Z prefer trainer-led community fitness classes, with 61% valuing interactions with chefs in open kitchens. The movement reflects a broader cultural shift, as nearly half (47%) of U.S.

Gen Z individuals are actively trying to reduce screen time, compared to 32% of older adults. Additionally, 88% of UK office workers aged 18-29 reported negative impacts on mental health due to excessive screen time.

The trend has led to increased interest in outdoor experiences, with Airbnb's 2026 travel data showing a rise in searches for stays near national parks. This cultural shift is also evident in social media, with 85,000 posts tagged with #touchgrass on TikTok.