I’ve noticed a trend in human interactions lately that was no doubt hastened by the COVID-19 pandemic. This nascent movement could have significant if hidden implications for our culture – including everything from our politics to how some of us approach faith and business. In short, a funny thing is happening on the way to our digital utopia.

The isolation experienced during the pandemic reminded people of the value of in-person experiences. We see it and hear about it at the farm shows and events that we cover, ranging from Farm Progress’ Husker Harvest Days to California’s Almond Conference. They are as much a social outlet as they are a chance for people to get hands-on experience with the latest equipment or growing techniques.

The desire for social contact and a sometimes unwelcoming online atmosphere have led some consumers to revert to more tried-and-true methods of exchanging information through physical media and word of mouth.

Even as we in journalism almost universally see the internet as our future, print is still holding an audience because of the tangible and authentic experience it offers, its lasting impact, and its targeted distribution and local reach, according to the market research firm Osum. I would add it provides a sense of privacy, as you don’t get the notion that people are reading over your shoulder.

This has been noticeable enough that Axios in April declared a “print revival,” noting that magazines are making a surprise comeback as a marketing tool. Wooed by strong advertising sales, a slew of legacy publications have returned to print or reinforced their commitment.

Meanwhile, word of mouth “is an important form of communication that involves the flow of information through interpersonal sources,” and has an impact on such issues as consumers’ willingness to take vaccines, according to a 2023 research paper for the National Institutes of Health. With trust in traditional news media tanking and with information on social media often proving unreliable, many consumers are “deprioritizing news in their algorithmic feeds,” the Christian Science Monitor reports. These folks are still online, but they’re avoiding news or sensitive political topics.

Where are these consumers getting their information? In some cases, they’re getting it where people did before the mass-media age – in the taverns, churches and town squares. Recently my wife and I attended several documentary showings at our city library and at our church, hosted by various civic and ministry groups.

The depth of this offline movement is hard to gauge. But it's worth noting for an industry such as agriculture that prides itself on real, authentic experiences and on building relationships with consumers.