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.

In a world where tech is evolving rapidly, consumers are experiencing digital fatigue as they struggle to keep up with the expectation that they have to be online 24/7. By focusing on design and solid features, Nothing has created a phone for a new generation of users where tech takes a backseat.

The Smartphone Free Childhood campaign advocates for a ban on smartphones for children under 14. The movement achieved overwhelming support, showing parents concerns about phones on their kids' development. Balancing online and offline activities is crucial amid growing tech reliance.

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?