Sleep disruption, anxiety, depression and craving more real-life interaction is propelling South Africa's Gen Z to rebel against over-connectivity.
Mental health experts and mobile phone companies say young South Africans are embracing the emerging minimalist phone trend that empowers them to take charge of their digital life and get a break from social media.
More are opting for “dumb phones” — a basic mobile phone that lacks the advanced functionality characteristic of a smartphone.
According to BrandMapp, South Africa’s largest survey of middle-income earners, 41% of Gen Z say they are on social media either all or most of the day, with 32% caught up on social media channels at least a few times a day.
Gen Z increasingly wishes to take steps to prevent anxiety and depression, to sleep better and to engage more with their real-world friends and loved ones.
Experts say digital detoxing isn’t just a fleeting trend — it reflects a growing awareness of the impact of screen time on mental health and relationships.
On the back of the digital detox trend, Human Mobile Devices (HMD) has launched the HMD Barbie™ Phone in South Africa.
Developed in conjunction with Mattel, the toy maker behind Barbie, it includes calling, texting and living in the real world without digital distraction and has icons to support wellbeing including digital balance tips, meditation and self-care reminders.
Lars Silberbauer, global chief marketing officer at Human Mobile Devices, said: “In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone in times when you just want less browsing and more fun.”
Jogini Packery, counselling psychologist and head of campus at The South African College of Applied Psychology in Johannesburg, said digital detoxing isn’t just a fleeting trend — it reflects a growing awareness of the impact of screen time on mental health and relationships.
“Younger generations, particularly Gen Z, are drawn to digital detoxing because of burnout awareness, desire for authenticity and rebellion against over-connectivity.”
“Constant online engagement can lead to mental and emotional exhaustion, prompting a desire for balance.
“Many young people feel disillusioned by the performative nature of social media and seek more genuine interactions.”
Packery said increased conversations about anxiety and depression have normalised the idea of taking a step back from online spaces.
She believes dumb phones symbolise a deliberate rejection of always-on culture, appealing to those craving simplicity.
“While digital detoxing might seem trendy, it’s rooted in deeper societal shifts towards wellbeing and intentional living.”
Cape Town student Luca Ferrucci, 21, has embraced digital detoxing.
“I decided to slow down on my social media consumption during my university exam season. I knew that using social media was really time-consuming and thought that if I were to cut down, I could be more productive with my time.
“Another reason for my detox was because during this period, I had a lot of anxiety, some of which would manifest in ways I felt were quite destructive to my self-esteem, seeing the lives of influencers and people around me and how my own life didn’t match up to these expectations.
Ferrucci said deleting some of the social media helped him ditch the unreal standards and expectations that are often advertised on social media.
“I use Instagram the most — it’s an app that is really easy to get sucked into, and it’s also an app that’s all-encompassing. You are constantly up to date with pop culture, news, memes and people in your life. Especially with Instagram reels, for a lot of people it’s hard to stop watching once you’ve started.”
“My social media detox involved me deleting apps, like Instagram, for a period and trying to reduce my overall screen time, filling my time with more productive activities.”
Ferrucci said he didn’t miss being on his phone, but missed the interaction with others.
He believes the detox sessions have helped him divert his focus “to more ‘important’ aspects of my life”.
“But that being said, I have since been back on social media, and I think I have a healthier relationship with it. I try to not use it as much, and I can appreciate the positives with the negatives. It was a really helpful thing to do during my exams because it helped me develop healthier habits and ways to fill my time instead of just shamefully doom-scrolling the whole time.
“For myself, it’s more about substituting screen time for more productive behaviour, but a lot of the time we can’t help our brain's impulse to use our phones. So using a ‘dumb phone’ can be a nice mechanism to help reduce our screen time and minimise those habits we have to constantly check our phones.”
Packery’s tips for a successful digital detox
- Set phone-free hours: choose specific times each day, such as meals or the first hour after waking, to avoid using your phone.
- Establish a sleep routine: keep your phone out of the bedroom and invest in an alarm clock to reduce late-night scrolling.
- Create tech-free zones: designate areas like the dining table or living room as device-free spaces.
- Use flip or “dumb” phones: consider switching to a basic phone like the Barbie flip phone during detox periods to limit app usage.
- Turn off notifications: disable non-essential notifications to minimise distractions and interruptions.
- Schedule social media breaks: set specific times for checking social media and stick to a time limit.
- Engage in offline hobbies: rediscover activities like reading, gardening or drawing to fill time spent online.
- Practice mindfulness: use the time away from screens to meditate, journal or enjoy a walk outdoors.
- Use apps to monitor usage: paradoxically, apps like “screen time” or “forest” can help track and reduce screen time.
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