Walk through a college campus or concert venue, and you might spot a flip phone snapped shut or a Walkman clipped to a belt. For a generation raised online, Gen Z is taking a surprising analog turn as some return to landline phones or – gasp! – even talking on the phone.
But before you shrug this off as yet another fad, think seriously about the implications for brands. This isn’t simply about quirky aesthetics or fleeting nostalgia. It’s a strategic recalibration for a generation of digital natives seeking boundaries.
It’s also a call to action for communicators and marketers who need to employ research and carefully select strategies and tools that allow us to meet Gen Zs where they are.
A Mental Health-Driven Move to Retro
The analog revival isn’t just a passing TikTok trend and retro “dumb” phones. It’s a coping mechanism for mental overload, a rebellion against algorithmic manipulation, and a reassertion of agency over attention. And while Gen Z is now in the spotlight as workers and consumers, this shift also applies to rising Gen Alpha – those born between 2010 and 2024.
In fact, data released in July 2025 by audience research company GWI showed the percentage of 12-to-15-year-old Gen A-ers who take breaks from smartphones, computers, and iPads has risen by 18% to 40% since 2022. A survey of 20,000 young people and their parents across 18 countries found that 40% of these young teens now take deliberate breaks from smartphones and social media, an 18% increase since 2022.
The Global Wellness Summit’s Future of Wellness 2025 has highlighted this movement as one of the year’s defining cultural trends that reflect both rebellion against screen fatigue and a rediscovery of the physical joy of non-screen tools. Businesses like Retrospekt, a company specializing in refurbished retro tech, are seeing significant growth, reporting annual sales of $8 million, primarily from customers aged 13 to 39. The Vinyl Alliance’s 2025 report showed 50% of Gen Z vinyl enthusiasts see the medium as a form of “digital detox,” while 61% aim to improve their well-being by shifting away from digital music consumption. It noted that in 2024, 40% of 18-to-24-year-olds bought vinyl. There’s also renewed interest in zines (self-published magazines), newsletters, and retro blogging platforms like Substack and Tumblr, as well as journaling and mailed cards and letters.
Digital fatigue is real. Nearly half of Gen Z reports feeling overwhelmed by screens. Over 44% intentionally reduced screen time in the past six months. Ofcom reports that 47% of 16-to-24-year-olds now silence notifications or enable Do Not Disturb to regain focus.
What this means for brands
At Tunheim, we see this as more than a trend. It’s a values-driven shift that reflects a craving for the authenticity, tangible experiences, and control that Gen Z regains with analog. A 2025 study by Skeepers, an AI/user-driven content platform, revealed that Gen Z increasingly prefers unfiltered content and peer-led storytelling over brand-polished digital encounters.
Here are our four key takeaways:
1. Rethink message channels.
Gen Z consumes media across a fragmented landscape. A 100% digital strategy is incomplete. Smart campaigns might pair short-form video with a limited-run print magazine, a podcast hotline, or even an old-school mailer with QR code access to bonus content. Unexpected channels translate to deeper curiosity.
2. Build trust through tangible actions.
In a low-trust digital climate, doing things the “hard way” can be a brand builder. A fashion brand might mail out a zine on sustainability authored by young activists. A university might create a retro course catalog as a recruiting piece. Print can cut through the noise, especially if it reflects values.
3. Revisit your audience research.
It’s become clear that Gen Z doesn’t respond to broad personas. At Tunheim, we specialize in attitudinal segmentation and uncovering psychographic insights that go deeper than “18-to-24 digital native.” If your outreach relies on assumptions instead of insights, you’re likely missing this analog shift altogether.
4. Lead with authenticity, not just aesthetics.
In a recent case study, we found that publishing short-form video isn’t enough. For example, the Las Vegas Review-Journal outperforms by pairing format consistency with a strong brand voice. Aesthetic nods to retro culture only work when paired with substance, clarity, and intention.
In our view, this isn’t a fad; it’s a generational recalibration driven by creating balance. As Gen Z, with Gen Alpha on its heels, continues to prioritize privacy, mental wellness, and self-expression, expect them to fluctuate between digital efficiency and analog intimacy. Today’s flip phones and zines may evolve, but the underlying values like authenticity, simplicity, and autonomy will remain.
Gen Z is telling us what they want – less noise, more meaning, more listening. The smartest phone in 2025 might be one that does…nothing. If you’re not listening to that signal, you’re not listening to your future audience.
