More than nostalgia: why Gen Z is turning to old tech
In 2024, publications like The Guardian and The Washington Post reported a growing interest in nostalgia tech among Gen Z, with brands already racing to catch up. Nokia relaunched the iconic 3210, music cassettes made a comeback, and wired headphones became fashion statements. But what’s driving this movement? Is it 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 my recent discussion with the Robins, SuperHeroes panel of 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.
Published in: Adage
We are the in-between generation
Gen Z, born between 1997 and 2012, is often described as the "digital native" generation, defined as people familiar with computers and the internet from an early age. While this might be true for the younger members, us Gen Zer aged 18 to 25 see things differently.
We are not true digital natives—we are the in-between generation. Our childhoods resembled those of Millennials, spent playing outside, disconnected from the digital world. We had technology, but it was the older kind—think first-generation digital cameras, Tamagotchis, and Nintendo DS consoles. We knew technology as a fun pastime, but never imagined it would play such a massive 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 one of my fellow Gen Z’ers 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 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 are the generation in between. 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 downsides 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 could be described as 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.
As another panelist shared, “We want to go back to simpler times. 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.
There’s something about past tech—the tangibility of it. As one panelist 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. Take inspiration from the past: the aesthetics, 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.
The question is, are brands truly listening, or are they already chasing the next trend?