In an era dominated by smartphones, social media, and streaming services, an unexpected trend is emerging: Young people are increasingly drawn to the analog past. Vinyl records, CDs, physical books, board games, thrift store vintage clothes shopping, and even roller skating are making a comeback.
Nostalgia is a powerful force in society. Consider, for instance, current politics. Donald Trump routinely leans on nostalgic feelings about an American past he considers bygone. Meanwhile, Kamala Harris embraced her own party’s nostalgic view of the Obamas and other former leaders during the Democratic National Convention. Nostalgia likely had a hand in driving Gen Z and millennial support for a potential presidential run from former First Lady Michelle Obama, a popular public figure from their early years.
Political campaigns on both sides of politics lean into our sentimentality toward the past, but nostalgia is not a feeling exclusive to election-year politics, nor is it a passing fad. My assessment, based on decades of research and consulting on the psychology of nostalgia, is that it’s a lasting trend that will grow as our lives become increasingly digital, reflecting a desire for tangible, real-world experiences.
Research indicates that people often turn to nostalgia when facing psychological distress or feeling that something is missing from their lives. For instance, when individuals feel lonely, they tend to become nostalgic for socially fulfilling experiences from their past, which has the effect of reminding them that their current struggles don’t define their entire social history. Critically, this reminder boosts their social confidence, motivating them to seek new relationships or improve existing ones.
What’s fascinating about the current analog nostalgia trend is that it’s not just older generations looking back to their personal pasts, as one might expect. In fact, Generation Z is a major driver of this retro resurgence, with these digital natives expressing nostalgia for an era they largely didn’t experience firsthand.
This phenomenon raises intriguing questions: Why are young people so captivated by pre-digital life? And what does this tell us about the role of technology in our lives today?
A survey conducted by our team at the Human Flourishing Lab, in partnership with the Harris Poll, sheds light on these questions. We found that while Gen Z appreciates technological advancements, they’re also deeply concerned about potential downsides. A staggering 80% of Gen Zers worry about being too dependent on technology, while nearly 75% are concerned about social media’s impact on young people’s mental health. Perhaps most tellingly, 60% wish they could return to a time before everyone was “plugged in.”
These statistics reveal a generation grappling with the double-edged sword of digital innovation. On one hand, they’re eager to embrace new technologies that can improve their lives. On the other hand, they’re acutely aware of the potential pitfalls, from mental health issues to societal divisions. Nearly 60% of Gen Zers believe new technologies are more likely to drive people apart than bring them together.
This awareness seems to be fueling their interest in analog experiences and pre-digital culture. It’s not about rejecting progress, but rather about seeking inspiration from the past to create a more balanced and fulfilling future. By exploring life before the internet became ubiquitous, they’re discovering alternative ways of connecting, entertaining themselves, and engaging with the world around them.
This trend also highlights the enduring importance of physical experiences in our lives. Despite the convenience and connectivity offered by digital technology, we remain physical beings who crave tangible interactions and activities. For example, the revival of board game nights suggests that as much as we appreciate the advances of modern video gaming, many people are seeking the tactile stimulation of physically handling pieces, the face-to-face interaction with friends, and the shared experience of gathering around a table, free from digital distractions. These elements create a rich, multisensory experience that can’t be fully replicated in the digital realm.
Moreover, this resurging nostalgia serves as a bridge between generations. As young people explore pre-digital culture, they’re creating opportunities for meaningful intergenerational dialogue. They’re tapping into a shared cultural language that spans decades, fostering connections and understanding across age groups.
Gen Z’s nostalgic exploration of the past isn’t a step backward—it’s a reminder that in our rush to embrace the new, we shouldn’t lose sight of the timeless aspects of the human experience that have always brought us fulfillment. The fact that all generations experience nostalgia for an era less dominated by the internet and digital devices reveals a shared deep need for tangible experiences, face-to-face connections, and a sense of continuity with the past.
As we move forward in our digital age, we must heed the lessons embedded in this retro revolution. The key lies not in rejecting technological progress, but in finding ways to harness its benefits while preserving the tangible, physical experiences that remain essential to human flourishing.
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