The Return to Real Life: Why IRL Experiences Are Winning Over Kids & Families

The Digital Fatigue Shift

For years, digital media has dominated the marketing landscape including immersive apps, virtual experiences, content designed for online channels and influencer marketing which feels like real life, but in the end isn’t much more than a paid endorsement promoted via social channels.  But recently, a quiet revolution has been building. Families, especially those with young kids, are slowly trading screen time for real-world moments.

The shift isn’t drastic (yet), but it’s undeniably here. Parents are craving meaningful, offline connections for their kids that include outdoor play, local community events, family-friendly destinations like hiking trails, water parks, zoos, aquariums or simple, screen-free family time.

In a recent AdAge article, Allionce CEO Mark Giovino supported this premise, “The most powerful way for brands to connect with families is by being part of their real-life experiences. By embedding brands into the cherished moments parents and children share at these destinations, we not only help create lasting memories but also foster genuine long-term connections that digital interactions simply can’t achieve.”

Why IRL Experiences Matter More Than Ever for Families

1. Digital Fatigue Is Real

Kids (and parents) are overwhelmed by screens. A 2023 study by Common Sense Media found that 60% of parents worry about their child’s screen time and many are actively seeking alternatives.

2. Shared Moments Create Lasting Bonds

Unlike passive digital consumption, real-life experiences foster connection. Whether it’s a branded playground, a hands-on workshop, or a community event, these moments become core memories for families.

3. Authenticity Wins Trust

Parents are skeptical of brands that overpromise in digital spaces but underdeliver in reality. IRL experiences for families allow companies to showcase their values tangibly by building deeper emotional resonance.

How Brands Can Lean Into the IRL Movement

Design for Play, Not Just Promotion

The best family experiences aren’t overtly transactional. Think: interactive installations, scavenger hunts, or sensory play zones that prioritize fun over hard-selling.

Partner with Local Communities

Parents trust local events more than corporate ads. Collaborate with family-favorite cultural destinations like zoos, aquariums, and children’s museums to embed your brand into these real life moments.

Bridge Digital & Physical Thoughtfully

Use tech to enhance real-life moments (e.g., treasure hunts or QR-code storytelling), not replace them.

To add a finer point for how brands can lean into the IRL movement, we can look to the Family Entertainment Impact Report released last Fall that quantifies moments of positivity, joy, and togetherness as a comparison to screen media options. The topline findings revealed that experiences win with families. The in-person and real-time nature of family entertainment destinations fosters deeper bonds, provides more positive family experiences and heightens joy for families more than screen entertainment (TV, online, videos, social media).

The Future Is Hybrid, But Real-Life Leads

While digital isn’t disappearing, the demand for tangible, joyful, human experiences is growing. For brands targeting kids and families, the opportunity is clear: Be part of their offline world, not just their online noise.

Ready to Create Meaningful IRL Connections?

Allionce helps brands design unforgettable experiences and emotional connections for kids and families.  Let’s talk about how your brand can stand out – in real life.