Gen Z and nostalgia tech—why dumb technology is on the rise

Publications including The Guardian and The Washington Post this year reported a growing interest in nostalgia tech among Gen Z—with brands racing to catch up. Nokia relaunched the iconic 3210 dumbphone, music cassettes made a comeback and wired headphones became fashion statements. What’s driving this movement—a desire to escape digital overload, pure nostalgia or something deeper? As a Gen Zer, I’ve found it fascinating to witness the resurgence of nostalgia tech among my peers. During discussions with fellow Gen Z opinion leaders and tastemakers, it became clear that this movement isn’t only a trend—it's a reflection of our desire for balance in a world overwhelmed by digital noise. The in-between generation Born between 1997 and 2012, Gen Z is called the digital native generation because of its familiarity with computers and the internet from an early age. While this might be absolutely true for younger members, Gen Zers aged 18 to 27 see things differently. See all of Ad Age’s 40 Under 40 honorees here We are not true digital natives—we are the in-between generation. Our childhoods resembled those of millennials, spent playing outside and disconnected from the digital world. We had technology but it was older —first-generation digital cameras, Tamagotchis and Nintendo DS consoles. We knew technology as a fun pastime but never imagined it would play such a central role in our lives today. We were preteens when Facebook became a global phenomenon, and teenagers when Instagram took over. We were old enough to understand how to use these platforms, but probably too young to grasp the consequences. We learned, often the hard way, how addictive new technology could be. And no one stopped us because no one knew better at the time. As a fellow Gen Zer put it, “Our generation is in this unique position. We're good with both past and present technology. Older generations often struggle with smartphones, while younger ones don’t understand older tech. For us, it’s fun to go back and use dumb tech because we know how to use both.” We’ve experienced the best of both worlds—not because we were born into it, but because we grew up alongside today’s technology. We’ve evolved with it. We’ve learned the best practices and, more importantly, the value of taking a break from it. We’ve seen firsthand the damage new technology can cause but also the incredible advancements it has brought. The rise of nostalgia tech for my generation comes from the need for balance. We are becoming more aware of the downside of constant online activity and are seeking disconnection to protect our mental health. By reducing time online, we aim to take control of our online lives. We don’t want all the techy features Dumb technology is simpler devices that lack the smart features we’re used to today. But calling it “dumb” isn’t quite right. It’s the tech of the past, the foundations of today’s advancements. These are the gadgets we grew up with, and that’s where the nostalgic appeal comes in. “We want to go back to simpler times," another Gen Zer said. ‘Flip phones, devices without Instagram or constant notifications. It’s a countertrend. We've been told we’re being brainwashed by social media, that we’re addicted. So, getting a flip phone is a way to prove we’re not. It’s about showing we can live without it, that we’re still functional members of society.” What appeals to us is the simplicity. We’ve tried all the features, all the new trends and plug-ins, and honestly, we’ve come to the conclusion that we don’t need all of it. We crave simplicity—technology that gets the job done fast and efficiently. We don’t need every AI feature added to laptops and phones. We want to do things ourselves. We want to work hard for things This desire for simplicity isn’t isolated to technology. Look at last year’s trends: DIY projects, handcrafts and the revival of old-school hobbies. It’s all connected. There’s a unique satisfaction in doing things with your own hands, and in many ways, smart technology is taking that away. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today There’s something about past tech—the tangibility of it. As another Gen Zer mentioned, “I think there’s a bigger question here about skill. Using older tech requires more effort and skill. Shooting a picture manually, for instance, takes talent. If you just snap a photo on an iPhone, it’s harder to showcase real ability.” Ultimately, we don’t want tech brands to mimic the past. We aren’t giving up our smartphones and laptops—these devices are too embedded in our lives to be discarded. What we want is improvement, to take inspiration from the past, its aesthetics and the skill required to use it. Give us technology that doesn’t do everything for us. Smart technology is a lifesaver for productivity and scientific advancements, but when it comes to the tech we use in our downtime, don’t take the fun out of it. Leave something for us to do. What we’re asking for is balance. Give us the ability to switch off the distractions and focus. We are not rejecting technology; we’re redefining how we want to engage with it. See Ad Age’s 2024 Breakout Brand Leaders and Work here

Gen Z and nostalgia tech—why dumb technology is on the rise

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