Inside the “Return of Touch”: Marketing Lessons from Three Waves of Research

After years of digital saturation, consumers are increasingly seeking physical, in-real-life brand experiences, with research showing 78% prefer in-person interaction and 76% feel more connected to brands through physical environments, reflecting a broader shift toward tactile engagement.

This resurgence of physical connection highlights the importance of balancing digital with tangible touchpoints, creating momentum for retail, CPG, financial services and experiential marketing strategies that can deepen engagement, build trust and drive stronger brand recall.