What's Happening?
Papier, a stationery brand founded in 2015, has experienced significant growth by capitalizing on a trend towards analog experiences, particularly among millennials and Gen Z. The company's CEO, Taymoor Atighetchi, identified early signs of a 'digital
detox' among millennials, which has since been embraced by Gen Z. This shift is driven by digital fatigue as more aspects of life move online, prompting renewed interest in offline hobbies like journaling and scrapbooking. Papier has doubled its sales between 2022 and 2025, generating over £40 million ($54 million) in the year ending January 2026. The brand's success is also linked to a growing desire for authenticity in the face of AI's increasing influence, with consumers seeking more intentional and human experiences.
Why It's Important?
The trend towards analog experiences highlights a significant cultural shift as digital fatigue sets in. This movement is not only impacting consumer behavior but also influencing market dynamics, as seen in Papier's sales growth. The desire for authenticity and human creativity is becoming more pronounced as AI continues to permeate various aspects of life, raising concerns about job losses and the erosion of workplace skills. This shift could have broader implications for industries reliant on digital engagement, as consumers increasingly value physical interactions and experiences. Companies that can tap into this demand for analog experiences may find new opportunities for growth and differentiation in a digital-first world.
What's Next?
Papier plans to expand its presence in the offline market by opening retail stores, starting in the UK, and investing in analog games like chess and backgammon. This expansion aims to further cater to the growing demand for physical experiences. As the trend towards analog continues, other businesses may also explore similar strategies to engage consumers seeking respite from digital saturation. The success of Papier could inspire other companies to innovate in the analog space, potentially leading to a broader resurgence of traditional hobbies and activities.
Beyond the Headlines
The shift towards analog experiences may have deeper implications for mental health and social interactions. As digital fatigue grows, the return to physical activities could foster more meaningful connections and improve mental well-being. This trend also raises questions about the long-term impact of digital technology on society and the potential need for a balance between digital and analog experiences. The resurgence of analog could influence cultural norms and values, emphasizing the importance of human creativity and intentionality in an increasingly automated world.
