Is Analog really making a comeback?
Allyn Alieva
Is Analog really making a comeback?
Gen Z’s relationship with the growing tech world.
“The newer generation is so careless and dependent on new technology; they have it so easy” is a statement that has rung in most of Gen Z’s ears throughout their upbringing. Contrarily, Gen Z has brought back many analog/vintage technologies thought to be forgotten on the shelves forever.
Nostalgia is a feeling that many people will experience in their lifetime at least once. With the rise of AI, political tensions, wars, financial struggles and declining employment rates, it is unavoidable to feel as though the world is ending just when Gen Z is starting adulthood. Hence, people are nostalgic for simpler ways of comfort and escape, explaining the popularity of physical media.
According to a 2023 survey conducted by Clay Routledge’s research team, 60% of Gen Z wishes they could go back to when the world felt simpler, and people were not “plugged in.” The increase in vinyl purchases, physical books, CDs, magazines, Polaroids, digital cameras and flip phones supports the idea that Gen Z is going against the ideologies of the new technological world.
“Since we grew up with technology and the stress that was caused by technology, when we try to de-stress, we try to get away from technology,” sophomore Hayden McGlynn said. “[This] is why dumb phones and social media detox is a thing.”
Nostalgia is active; it is the search for slower experiences.
Techno-optimism believes that complex political, societal, or even mere complex human issues are technical inefficiencies that can be solved with data or algorithms. As shown by the sociopolitical state of the world, it is fair to argue that those ideologies are not coming to life.
“While social media is a great way for us to connect, it also makes it hard to build social cues and navigate real life if you are on social media too much,” sophomore Izabella Zamora said.
The return of cinemas sparked nostalgia for a lot of Gen Z individuals. During the COVID-19 lockdown, it was argued that cinemas were most likely to go out of business as streaming services provided more convenience. Furthermore, according to a survey by trend analyst Stephanie Harlow, cinemas are the number one trigger for people who feel nostalgic. However, recent data has proven otherwise. According to Cinema United’s 2025 survey, movie theater attendance grew by 25 percent that year because of Gen Z. The rise in cinema attendance has put attention on Gen Z’s interest in physical media.
Regardless, it is near-impossible to avoid AI and modern technology altogether, especially for students. A study done by higher education researcher Josh Freeman shows that 92 percent of college students have used AI in some way for their schoolwork, and 88 percent have used AI for assistance with assignments. To say that Gen Z is rejecting the new technology is untrue; Gen Z still uses AI and social media. It is possible to say that these two things can coexist; a student might use Spotify to discover new artists and can buy a vinyl of their favorite artist.
Nevertheless, considering the costs of physical media, it is arguable that having the means to “go analog” is a privilege rather than a tangible lifestyle choice, especially with rising unemployment. The U.S.unemployment rate for people born between 1997 and 2012 is 8.3 percent, which is double the national average of 4.5 percent. Hence why colleges can be an important avenue for Gen Z to escape from this overwhelming digital world by offering movie screenings, equipment lending through libraries, second-hand clothing or media creation workshops — all of which are possible at Lake Forest College.
“Half of my room is from the Free Store or the bins they put out at the end of the year, which is nice because unfortunately thrift stores have gotten so expensive as it has become trendy to buy from there,” 23-year-old student Beatriz Neves said.
It is hard to say whether the initiatives to bring analog life back into people’s lives are necessarily bad or good. However, as AI is rapidly developing and inducing more fear into Gen Z, it is no surprise that analog life is definitely trying to make a comeback. Whether this will affect people ultimately negatively or positively will be for the future to determine.