A tidal shift may be underway: consumers—especially Gen Z and Millennials—are hungry for immersive, in-person experiences that break the sameness of digital life.

The Harris Poll’s Return of Touch report (h/t Ruth Hartt – thank you!) reveals widespread screen fatigue and a craving for the magic of real-life discovery. From hands-on retail to print catalogs to sensory-rich environments, brands that offer tactile, engaging experiences are earning stronger recall, deeper loyalty, and even inspiring travel.

And it’s not just about novelty. 73% of young consumers say visiting a hyped pop-up or store feels like being part of a cultural moment. Stop there for a second: A CULTURAL moment, they say. The same word that those of use in the arts use to describe theater, jazz, world music, opera, going to a museum, seeing a film, going to a concert. People see that as happening in a STORE. Shopping has always been on our list of competitors for time, but I think we forget that it’s also our competition for cultural significance.

The Inertia of Home Is Stronger Than Ever

I hear a lot of folks in the arts world saying they believe audiences will swing back to in-person experiences. And maybe they will. I’m a bit skeptical. Despite what this survey says, people are staying home more than ever. But if there is a growing wave of wanting to go out again, desire alone won’t make it happen.

For arts and culture organizations, the takeaway is clear:
Don’t sit back waiting for audiences to return—create IRL moments worth showing up for.

But here’s the hard truth: even with a desire for IRL experiences, they have a lot to overcome.
Home is no longer boring.

We’ve got streaming access to almost anything. We stay socially “connected” through our phones. Big-screen TVs and cozy home decor are cheaper than ever. All this was on the rise even before COVID blew up daily IRL habits—like going to the office, meeting up with friends, or attending live events.

Now we have to work harder to make “leaving the house” feel worth it.

Take my 15-year-old son. He’s spent nearly the entire summer in his room. Honestly, I get it. His room has everything he needs—his phone, computer, TV. He texts and Snapchats his friends constantly and plays games online. Why leave?

What did get him out of the house?
Seeing Superman and Fantastic Four in the theater—opening weekend.

Why? Because that was the experience. The buzz, the timing, the shared anticipation with his friends—it all added up to a moment worth showing up for. It fit into the swirl of online conversation he was already part of.

That’s the bar.

Arts and Culture Can’t Just Be “IRL”

Desire is just potential energy. It has to be activated.

People aren’t going to leave the house for just any IRL experience. “In person” isn’t a compelling value proposition on its own. It has to compete with the fun, ease, and comfort of staying home.

So what does that look like?

It looks like places that are genuinely fun to be. Experiences that combine entertainment, socializing, and even a little shopping or relaxing. Theaters and museums that feel alive and welcoming. Events that are photo-worthy, story-worthy, and worth texting your friend about afterward.

And here’s the kicker: to make that happen, IRL isn’t enough. You need a full omnichannel strategy. People discover that you have an IRL experience through your online presence. They’ll first see you on Instagram or TikTok or YouTube, then they’ll decide to come to your site or event.

Right now, most arts and culture organizations don’t have an omnichannel marketing strategy. They have an IRL strategy and a weak social media presence. That won’t cut it. How are people supposed to know that you have something they might want to experience if you’re completely absent online? How are they supposed to know that you have an engaging experience if all you post on Instagram are static ads?

The Harris Poll is clear: the digital conversation is what drives the real-life decision, just like my son’s brief forays out for the urgency of a movie premiere. People have to see what they’re missing. They have to feel like they’ll be part of something. The online presence is what sparks the “I want to be there” feeling. It’s what turns passive interest into a ticket purchase.

So What Now?

If we want audiences to come back—or to show up for the first time—we can’t just open the doors and hope.
We need to create moments that feel worth leaving the house for.

And we need to show those moments online, in real time, with energy, personality, and consistency. That means investing in content. In storytelling. In platforms where our future audiences live.

The desire is there. The data says so.
Now it’s on us to meet it with strategy, creativity, and intention.