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 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. It could seem counterintuitive to question the digital world we operate in. But I’m not suggesting the internet is shutting down. Instead, I see signs pointing toward a new, more sustainable philosophy where digital would serve users in a more sustainable way, instead of bloated, algorithmic driven content being pushed.

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.

AI is a 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. As a result, users may start to find AI-generated content uninspiring as it may lack creativity, surprise, or emotional resonance.

And what about algorithms? They’re designed to guide us and streamline our experience, and they’re incredibly good at it. But at what cost? Some people are beginning to feel bored, predictable, or like they’re losing their sense of independent judgment. When the algorithm decides for us, what are we actually choosing?

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. I think some of the excitement and uniqueness starts lacking when there's no border with the real world and the digital one.

Fatigue and mental health wellness movements

We know that with a higher digital dependency comes 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. The digital features help us out a lot, but they also overwhelm us in many ways. I think we are soon reaching a tipping point with all of this.

What will change?

There is talk about stepping back a little. Both users and companies are considering detoxing from the overwhelming spread of digital-everything. I want to share some things I believe will change in the coming years changing the digital behavior.

Less waste, more conscious digital footprints

I like to believe that companies start focusing on forcefully 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 owned channels

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 scales 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 and communication strategies with more is more mentalities will diminish thanks to the detox trend.

Developing 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.

I believe brands that adopt a more mindful approach to digital will soon be seen as more ethical, progressive, and human.

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.