Is a digital detox ahead? - Why 2028 could be the year of a massive digital retreat

How much is too much?

By Markus Backman

June 30th, 2025

• The digital world is bloated, and people are starting to feel it.

• AI and algorithms dominate, but do they still inspire?

• A change toward digital minimalism may be coming.

The digital world is becoming bloated. In fact, it has come to the point that there's barely any line between the digital and real world anymore. AI tools and systems are taking over and algorithms makes the decision making for us. How much is too much?

At a conference for digital leaders in Frankfurt in May 2025, one of the most discussed topics was the possibility of a major digital detox trend emerging by 2028. Interestingly, this trend may be driven not just by individuals, but by companies deliberately reducing their reliance on digital operations.

I know, these sayings might sound very counterproductive coming from us. We’re a web development agency, fully committed to creating digital products and services. I’m not suggesting we should leave the digital world behind us, but instead, as the responsible thing to do, is to focus more on sustainable web development strategies where digital would serve users in a more sustainable way, and not making us overwhelmed.

Why will there be a digital detox trend?

Too much might be too much. When everything have gone to hyper-optimized digital environments, how much value can be added? Let's look at reasons why we are approaching a turning point.

The novelty of digital is wearing off

We’re flooded with content and information such as emails, ads, social media, notifications, reminders. More isn't always better. In fact, it can flatten the sense of wonder or excitement that digital once brought.

Fatigue and mental health wellness movements

A higher digital dependency may lead to a higher desire to slow down. Notifications everywhere, overwhelmingly long screen times, and just about everything requiring to be done by digital means may drive more and more people to a burnout. Digital innovations help us out a lot, but they also overwhelm our daily lives a lot. We might soon reaching a tipping point where many want to slow down and leave out the unneccesary.

Is AI part of the reason?

AI can do incredible things, but it won’t bring true originality. It learns and replicates from what's already been done, and that might be a part of the problem. Bloated pages with AI-generated content can be experienced as incredibly overwhelming. The result: digital fatigue.

I don't think AI automatically lead people to experience digital fatigue, but rather the overuse and hectic generative AI environments do.

There's another problem with AI, and it's that when we are having a hard time distinguish AI from what is not AI, it may impair our judgement of reality, eventually being a motivator for taking one step back from digitally overwhelming environments.

What will change?

The digital development is not going anywhere, but we might need to shift to more sustainable digital solutions. Both users and companies are considering detoxing from the overwhelming spread of digital-everything.

Less waste, more conscious digital footprints

Companies and being "everywhere" just for the sake of it, and instead start thinking about quality and resonance of their digital footprint. This would especially be relevant in the space of social media, which has become very bloated with content, such as created fully by AI.

A return to physical media

Physical media and marketing spaces will have a comeback. Newspapers, billboards, in-person events such as conferences, and other physical experiences that barely rely on hyper-optimized algorithmic features will regain popularity in the coming years.

Slow marketing and authenticity emerge

As digital could scale down, so might the ways companies and other providers communicate with their audience. I believe we’ll see a shift toward slower, more intentional digital marketing where authenticity, depth, and quality matter more than constant output or chasing algorithms. Bloated digital marketing strategies with a "more is more" mentality could be replaced with slower, more meaningful and resonating strategies , truly placing the user in focus.

Towards a sustainable digital future

We’re a web development agency. We build digital products every day. But our mindset is always: do what makes sense and not just what’s trendy.

When it comes to sustainable digital creation, I think the key is simple:
Do less, but do it better.

Do you really need that pop-up window, that e-mail spammy list, or to fill your website with AI-generated visuals? Will that really bring much value to companies in todays world?

This means thinking sustainably by focusing on what truly matters for your website, app, or digital product. While we should keep optimizing for the best performance, we should not forget there's no need to make things overwhelming. By designing calm, respectful experiences, we can encourage a better digital experience that will last.

So, what's next?

The digital world is amazing, and it should stay that way. But just like with anything, it's worth asking: what kind of digital world do we actually want? Can we enjoy digital without being entirely dependent on it? Should AI and algorithms run everything, or do we still want humans in charge?

I'm not saying we need a mass exit from digital. It will remain a core part of business growth and discovery. But we should start asking: what really needs to be digital, and what doesn’t?

Web development is not going anywhere soon, but the trends might shift to models where we take more into consideration sustainability and better designs, while leaving out the unnecessary.

I believe the next few years will bring some kind of shift from digital overload to digital intention. And the companies that embrace meaningful, human-centered experiences, both online and offline will be the ones that stand out.