Gen Z’s interest in flip phones is the latest in a series of obsessions young people have for the aesthetic of the 1990s and 2000s.
There is a growing movement among Gen Z to do away with smartphones and revert back to “less smart” phones like old-school flip and slide phones. Flip phones were popular in the mid-1990s and 2000s, but now seem to be making a comeback among younger people.
The power of nostalgia Nostalgia is a complex emotion that involves reconnecting with the happy emotions of an idealized past by recalling positive memories. But nostalgia marketing doesn’t just target the younger generation — it’s also a powerful tool for advertising to those who grew up using older mobile devices. Nokia is an example of a company that understands this well.
Digital detox Another reason why people might be purchasing flip phones is to do a digital detox and cut down on screen time. A digital detox refers to a period of time when a person refrains from using their electronic devices, like smartphones, to focus on social connections in the physical world and reduce stress.
The increased level of digital connectivity and the pressure to respond instantly, especially in a post-pandemic world where many people work remotely, can lead to increased levels of anxiety and stress. Being constantly online can also lead to reduced social connectivity and can negatively impact personal relationships and social skills.
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