Gen Z Turns to Analog Past, Rejecting Digital Overload
A new study reveals a significant shift as younger generations embrace pre-tech era hobbies and devices to escape the constant demands of the digital world.
Gen Z is increasingly seeking refuge from the digital age by embracing analog technology and activities from the pre-internet era. A recent study indicates that a majority of young consumers are opting for older technologies like flip phones, film cameras, and record players as a way to disconnect from addictive apps and reduce screen time.
The YPulse research firm polled 1,500 individuals aged 13 to 39, finding that two-thirds are turning to analog methods. This trend extends beyond simply purchasing vintage gadgets; it also includes a resurgence of "granny hobbies" such as crocheting and film photography.
Dr. Don Grant, a media psychologist, explained that this movement, sometimes termed "anemoia"—a longing for a time one hasn't experienced—is driven by more than just nostalgia. "Nostalgia may have sparked the trend, but it’s the benefits," Grant stated. "It started as nostalgia, this whole return to the analog deal, but it’s sticking because it feels good."
Evidence of this trend is seen in the sales of products designed to limit digital engagement. Brick, a device that locks smartphones, and flip phones have experienced significant sales increases. Brick's downloads, for instance, reportedly rose by nearly 600% year over year in January, according to Sensor Tower estimates.
Autumn Parks, a 27-year-old mother, finds the physical limitations imposed by tools like Brick essential for managing her screen time. "I have my Brick on a schedule so it automatically locks me out at 10 p.m. so I can’t stay up doomscrolling. Then, it unlocks at 8 a.m. so doomscrolling can’t be the first thing I do in the morning," she said.
Flip phone sales have also surged, with a 148% increase among users aged 18 to 24 between 2021 and 2024, according to a report in the Partners Universal Innovative Research Publication. This could be linked to a renewed appreciation for the early 2000s aesthetic or a desire for devices with more limited functionality.
The film camera market has also seen a revival, with approximately 35% of film camera users now under the age of 30, according to Fortune. This preference persists even as smartphone cameras have become increasingly sophisticated.
Experts suggest that the appeal lies in establishing boundaries. "Apps are engineered to defeat self-control—through infinite scrolling, endless notifications and addictive algorithms. They’re designed that way," Parks noted, emphasizing that the inherent design of modern technology can be problematic.
Dr. Grant views this not as an anti-tech movement, but rather an "anti-overload" movement. "Analog isn't nostalgia necessarily; it’s regulation," he concluded, suggesting that young people are seeking more control and a less overwhelming digital experience rather than rejecting technology entirely.