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Despite the pace of technological advancements and the multitude of opportunities it offers, Gen Z has been drawn to retro technology and the nostalgia it evokes.
In an age that’s become oversaturated with smartphones, social media and endless digital notifications, a surprising trend has emerged among Gen Z: a growing appreciation for vintage, or so-called ‘dumb technology’.
Unlike AI or the cutting-edge devices that now define our modern world, ‘dumb technology’ encompasses simpler, more uncomplicated gadgets – think flip phones, analog cameras, vinyl records, MP3 players and old-school alarm clocks.
Given that 86% of Gen Z feels that technology is essential to their lives, brands might be unsure why retro tech has become so popular with younger consumers. To successfully tap into this trend, brands must first understand what it represents, why it resonates with Gen Z and how they can leverage this cultural shift.
For Gen Z, born between the late 1990s and early 2010s, earlier periods represent a formative time associated with childhood innocence and simpler pleasures – and reconnecting with these gadgets offers an antidote to the hyperconnected world they’ve grown up in.
This resurgence of ‘dumb’ tech is also tied to other aesthetic movements that Gen Z loves, such as retro-inspired design and Y2K fashion. In a market that’s consumed by homogenous, contemporary gadgets, adopting retro devices is a great way for young people to craft a distinctive identity and stand out among mainstream tech culture.
Gen Z’s affinity for ‘dumb technology’ is also a response to digital overload. Constant access to social media and notifications has been linked to mental health challenges – especially within a generation of people who have never known a life without it.
Retro devices, like MP3 players or standalone alarm clocks, are appealing to those looking to set boundaries and reduce the temptation to endlessly scroll through social media apps or check emails at night. By limiting functionality, these gadgets encourage mindfulness and intentional use.
Blending the old and new is the right way for brands to create products that are both nostalgic and practical.
Giorgia Amatemaggio, Strategist, SuperHeroes Amsterdam
A brand that’s recently tapped into this need is Mighty Audio, whose reinvented MP3 player allows users to download their Spotify and Amazon Music playlists for offline listening. Their single-purpose approach has been well-reviewed by consumers looking for ways to separate music consumption from their smartphones.
Another key driver of this trend is Gen Z’s search for authenticity in an increasingly curated and performative online world. Social media apps, such as Instagram and TikTok, often demand perfection – which can lead to anxiety and burnout as users strive to present idealised versions of themselves.
One brand that’s done well with selling an alternative is Polaroid, whose disposable and instant camera offerings (such as the Polaroid Go) have been a recent hit with Gen Z consumers, thanks to their ability to capture the kind of candid, lo-fi moments that dominate Instagram feeds. Last year we partnered with Polaroid to highlight Gen Z’s love for analogue photography, through a campaign that featured 10 TikTok creators capturing authentic life moments through the lens of this popular device.
One big misconception about the retro tech trend is that Gen Z’s love for vintage devices stems from a total rejection of modern technology. This generation isn’t rejecting innovation altogether – rather, they’re looking for better ways to moderate their digital experiences.
Brands should also avoid the mistake of creating retro tech for retro tech’s sake or promoting it in a way that feels forced. As Gen Z is highly attuned to authenticity, any type of marketing that comes off as pandering might not stick with younger users – especially if the product doesn’t offer genuine utility in today’s landscape.
In recent years, major smartphone brands like Samsung and Motorola – both known for flagship devices that paved the way for today’s cutting-edge products – have successfully revived ‘less advanced’ gadgets designed to mimic the nostalgia of flip phones, but with advanced features like touch screens and 5G connectivity.
On the flip side, Nokia’s attempt to re-release its iconic 3310 model didn’t quite take off. While it gained initial buzz, it failed to sustain interest from consumers because it lacked modern functionality. In this case, the nostalgic appeal was strong – but the product didn’t meet Gen Z’s actual tech needs.
While many of these recently released ‘dumb’ devices nod to retro aesthetics, it’s important that brands recognise and design campaigns around what Gen Z users are seeking: authenticity, intentionality and a more mindful relationship with technology. This trend isn’t just about retro looks alone – it’s about striking a balance between tech utility, aesthetic and mental well-being.
Embracing authenticity is also essential for brands looking to tap into Gen Z’s retro tech obsession, and those that deliver genuine products with real value will be more likely to resonate with this audience.
Lastly, blending the old and new is the right way for brands to create products that are both nostalgic and practical.
Gen Z’s love for retro tech is about more than just looking to the past – it’s about building a tech experience that feels meaningful and intentional in a fast-paced digital landscape that sometimes feels inescapable.
Brands that address the values driving this movement – rather than just capitalising on surface-level trends – stand to build deeper, more long-lasting connections with this generation.
Giorgia Amatemaggio is a Strategist at SuperHeroes Amsterdam.
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