Never before have we been exposed to so much information at once as we are now. We spend eight to ten hours a day in front of a screen and allow our cognitive awareness to be flooded with images and information from morning to night.

Information overload has reached new heights due to technological developments, social media, advertising, and propaganda. Processing and selecting thousands of pieces of information every day requires a great deal of effort and can put a heavy strain on the human brain, leading to decision uncertainty, everyday stress, poor sleep, exhaustion, migraine attacks, and mental illness.

As a protective mechanism, the brain reacts by shutting itself off from environmental stimuli. Much to the regret of the advertising industry, when researching this topic, one encounters many sources that explain information overload as a problem for marketers and develop strategies to penetrate the perception threshold, nonetheless. To get into long-term memory, campaigns should be shorter, more emotional, and provocative, with a high intensity of stimuli.

In contrast to the zeitgeist of the digital age, in which synapses are fried and senses are bombarded, there is nature. Nature wants nothing from us, does not try to sell us anything, or manipulate us. ‘Touch Grass’ stands for retreating from the flood of information and calls on us to slow down, reflect on the bombardment of personal stimuli, and embark on a search for coping strategies and needs.