Gen Z ditches digital for vinyl, books and board games in nostalgia boom
Generation Z is turning to the past for comfort in an increasingly digital world. New research shows that many young adults now prefer vinyl records, physical books, and board games over their digital equivalents. This shift reflects deeper concerns about technology's role in modern life.
A growing number of Gen Z adults—those born between 1997 and 2012—are embracing analogue media. Sales of vinyl records rose by 14% in the US in 2023 and 10% in Germany in 2024, while CD purchases climbed by 5-8% in Japan and Europe. Physical books and board games have also seen a revival, with board game sales jumping by 20% in the US and UK. Data suggests that 40-60% of buyers under 30 in countries like the US, UK, Germany, and Japan now favour these formats, driven by nostalgia, tactile experiences, and trends on platforms like TikTok.
Their interest in predigital culture goes beyond simple preference. Surveys reveal that 60% of Gen Z adults wish they could return to a time before constant connectivity. Meanwhile, 58% believe new technologies push people apart rather than bring them together. Concerns run deeper, with 75% worried about social media's impact on young people's mental health and 80% anxious about their generation's reliance on technology.
This nostalgia isn't just about longing for the past—it's also seen as a way to cope with the present. Experts note that historical nostalgia, or a yearning for eras before one's own lifetime, is widespread among Gen Z. By engaging with older media, many find comfort and inspiration, using these connections to navigate modern challenges.
The revival of analogue media highlights Gen Z's mixed feelings about digital life. Their choices reflect a desire for balance, blending past and present to address concerns about technology. As sales figures continue to climb, this trend shows no signs of slowing down.
