People are not leaving the Internet, but they are looking for moments where it is not at the center of their lives.
Faced with an overwhelming number of screens, notifications, and content, activities such as listening to vinyl, writing by hand, or using devices with limited features, are acquiring a new appeal.
The trend forecasting firm WGSN has highlighted an analog trend marked by an interest in physical experiences, touch and forms of entertainment that reduce screen intervention.
According to data cited by WGSN, about 50% of consumers consulted globally are trying to reduce their screen time. The publication does not detail the methodology, countries, or sample size, so the figure should be understood as a data attributed to the company and not as a universal conclusion. Still, it makes sense:
Gen Z is Buying Physical Formats
One of the most visible examples appears in the music industry. According to the report Audio Tech Lifestyles by Futuresource Consulting, close to 60% of Gen Zers say they have bought vinyl records. Among those buyers, 28% didn’t own a record player.
The investigation also notes that 42% of those who bought cassettes did not have a way to reproduce them. These results do not mean that these percentages represent the entire Gen Z, as the study’s full methodology is not publicly available.
The figures do allow us to observe a shift in the use of physical formats. A record or cassette is no longer purchased solely for listening to music: It can also function as a collectable object, decorative piece, expression of identity or a way to directly support an artist.
The interest in physical formats does not depend exclusively on nostalgia. In many cases, younger generations are discovering technologies and formats that emerged before they were born and are enjoying them as experiences.
Analog behavior isn’t just a retro aesthetic
According to WGSN, the analogue trend reflects the recovery of elements from different periods and combining them with contemporary materials, uses and meanings.
The trend is not just about reproducing old designs. Retro codes coexist with a low fidelity or lo-fi aesthetic, characterized by visible textures, imperfections and less produced contents.
This search can also influence product design, face-to-face experiences and brand communication. The challenge is to identify if there is a real need behind the aesthetics or if only a retro look is being used for fashion.
What can brands do?
WGSN proposes three positions in the face of these cultural movements:
- Cultural Cartographer: the brand participates in the identification and construction of new cultural codes.
- Facilitator: the brand creates spaces, tools, or experiences for communities to participate in or co-create.
- Follower: the brand reacts when the trend has reached popularity.
The difference lies in the role that each organizationmassumes: it can contribute to building a culture, facilitating its development, or simply reproducing its most visible signs.
Analog behavior does not mean a break with the Internet. In fact, many of these practices are discovered and popularized on digital platforms. The paradox is precisely that: social networks also function as a showcase for experiences that promise a more leisurely, physical and conscious relationship with technology.