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.

Hyper-aware of the negative effects of constantly connected smartphones, Gen Z are rushing to buy phones with fewer capabilities and vintage looks. Yet this doesn’t mean they are turning away entirely from the modern world. How can brands learn from this preference shift to support healthy habits?

Digitally fluent Gen Zers are searching for more offline connections with loved ones. Many are only on social media to stay in touch with friends and family, so there's an opportunity to foster IRL relationships and activities that help young people embrace digital downtime away from screens.

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.

For many Gen Zers, the lines between real life and virtual experiences are increasingly fading. But despite being digitally native, they have specific attitudes about the ways they’ll allow technology into their daily routines. How can brands meet the refined digital needs of this generation?