Pinterest embraced the paradox. At Coachella, their installation was all about ditching the phone. Locking it away in fact. The message was ’Hang up and hang out!’. So rather than scrolling, it was making, creating, and sharing something with the people around you. No filming it, no posting it, just doing it. For one of the world’s biggest online platforms, that’s quite a statement.

Pinterest are tapping into an important change in dynamics. Digital is the hygiene. It’s always there, always on. But the physical stuff carries more meaning. It’s what people are starting to look for. There’s a big opportunity here for universities. Create your own version of the phone lock-up. Give students a reason to try something new. Skills, sport, art, science. Make it part of open days, part of campus life, part of what people come to see. A break from the scroll, and a better glimpse of what’s possible.