Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Gen Z (born 1997-2010)

United States

Telecommunications

Personal tech

Sales of 'dumb phones' have skyrocketed in the US, and companies have screen-fatigued Gen Zers to thank. Enamored by the idea of returning to simpler times and a desire to escape constant doomscrolling, young people looking to limit screen time are turning to older technologies.