Offline is the New Luxury

Photo by Asad Photo Maldives on Pexels (CC 0)

Text: Essi Ryymin

​While the Global South still struggles with a lack of Internet connections in some regions, life in the Global North has become weirdly wired. 
​In an always-on society, not only has our work life become hyperconnected, but our free time has also become so. The notifications and feeds steal our attention and daily agendas, even our relaxing moments on the couch. And we have quietly adopted a new norm of behavior: we are aware, available, and reacting swiftly as reliable and competent employees, colleagues, friends, and citizens.  

And even deeper we dive. Many of us feel the strange pressure to constantly perform for invisible audiences in social spaces and demonstrate our personal value to algorithms. And what would happen if we get tired of our digital taskmasters and start slowing down on? Our very own brains will start resisting the idea due to their need for daily dopamine spikes and social validation. The brains wish to engage again in tickling  emotional responses and alluring cognitive biases, all of which are the media platforms clever, deliberate psychological tactics designed to maximise our everlasting scrolling. At this stage, we definitely need a digital detox to help calm down our nervous systems.

Are you still free to choose not to connect?

What is scarce often becomes a status symbol in society. Therefore, the possibility to disconnect, to choose not to be digitally present, signifies a form of wealth. Not necessarily monetary, but in terms of freedom and autonomy to decide not to disconnect. This isn't about shunning technology entirely but rather reclaiming the precious resources of time, energy, and genuine human connection.

International trend reports from 2025 indicate that for many, especially the affluent, the ability to unplug signifies a privileged position. It's a statement that you are in control of your attention, not its victim. You don't hand over your unique life to employers, advertisers, the media and their clickbait, "nice-to-knows"...you name it. 

The following are some examples of this:

1. The rise of digital detox retreats 
Luxury resorts and wellness centres are increasingly offering "phone-free zones" and "device-free stays". Travelers are paying significant sums to have their phones locked away by a "detox concierge", swapping screen time for activities such as hiking, yoga and meaningful conversation. The same new wave has brought us "slow luxury", which is all about authentic experiences and leisurely cultural pursuits that allow participation in real life, and savour the moment. The ability to simply be in the moment, without the pressure to document or perform, is...hmm... harder to fake? However, it seems that hyper-connected daily life requires hyper-personalised travels. 

2. Disconnecting as a new language of well-being
Columnist Dara Bernardo in Luxonomy writes about the privilege to disconnect as a revolutionary act. She claims that turning off your phone is an act of rebellion and cultural defiance. However, this is only possible for those who can do so without feeling guilty or anxious. These people possess a level of freedom that most can only dream of. "It's not about checking emails on a private jet; it's about having no one expecting you to. It's not working from a tropical island, it's simply not working." Those, who don't know how how to disconnect, may suffer from "the new illiteracy of luxury". 

3. Emphasising personal service over automated support
In an era of chatbots and automated FAQs, receiving personalised service from a real person is becoming a hallmark of luxury. Being able to connect directly with a human person who remembers your preferences, understands nuances, and provides bespoke solutions signals a level of care and exclusivity that automated online support don't replicate yet. This "human touch" fosters trust and loyalty in a way that algorithms can't. (Interestingly, this trend reminds me of the dystopian movie Elysium, where Max Da Costa, played by Matt Damon, is consulted about his health only by a dumb robot. Human services are reserved exclusively for the wealthy on the Elysium space station.)

Now, if you, like me, feel that you can't yet afford to escape to a disconnected paradise island, I have a tip for you: consider a Finnish version of a luxury digital detox resort! It goes like this: turn off your phone and turn on the sauna. 

Tiivistelmä suomeksi:

Offline on uutta ylellisyyttä

Koska olemme nykyisin aina verkossa, kyky olla keskeytyksettä läsnä hetkessä ja ilman sosiaalisen median aiheuttamia paineita ja riippuvuuksia on niin harvinaista herkkua, että siitä on kehkeytynyt uusi luksustrendi "harvoille ja valituille". Jopa siinä määrin, että kyvyttömyyttä irrottautua verkosta voidaan kutsua luksuksen lukutaidottomuudeksi.

Trendi näyttäytyy esimerkiksi henkilökohtaisesti räätälöityinä matkoina harvinaisiin kohteisiin, joihin sisältyy digipaasto, mahdollisuus olla saavuttamattomissa. Aikaa ja energiaa ei tuhlata kokemuksen dokumentointiin ja jakamiseen, vaan autenttisiin elämyksiin ja rauhoittumiseen. Tämän trendiaallon mukana matkustaa myös hidas elämäntapa, hidas muoti, hidas ruokailu ja kaiken kaikkiaan mahdollisuus tehdä ratkaisuja, joita verkkoon sidottujen, kiireen raskauttamien ihmisten on vaikeaa jäljitellä.

Myös riippumattomuus sosiaalisista verkostoista kuuluu asiaan. Ollaan sellaisen henkilökohtaisen statuksen äärellä, ettei omaa arvoa tarvitse enää validoida kenen tahansa sosiaalisissa sfääreissä. Myös henkilökohtainen palvelu, ei algoritmien modaama, vaan ihmisten keskinäisessä vuorovaikutuksessa muotoutuva, on uutta ylellisyyttä. Se, että joku ihminen muistaa sinut kaikkine inhimillisine toiveinesi, on arvokkaampaa kuin tekoälyn personointi.

Tätä kaikkea ehkä kontemploidessa (vastahan opimme, että on trendikästä olla kiireinen) voi järjestää itselleen suomalaisen version ylellisestä digidetox-lomasta: puhelin pois päältä ja sauna päälle.

#SocietyDecoded #Trending2025 #DigitalDetox #SlowLife 

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