Gen Z goes retro: Why the younger generation is ditching smartphones for 'dumb phones'
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Tuesday, May 9, 2023
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There is a growing movement among Gen Z to do away with smartphones and revert back to “less smart” phones like old-school flip and slide phones.
Key Points:
- There is a growing movement among Gen Z to do away with smartphones and revert back to “less smart” phones like old-school flip and slide phones.
- Flip phones were popular in the mid-1990s and 2000s, but now seem to be making a comeback among younger people.
- While this may seem like a counter-intuitive trend in our technology-reliant society, a Reddit forum dedicated to “dumb phones” is steadily gaining in popularity.
The power of nostalgia
- Nostalgia is a complex emotion that involves reconnecting with the happy emotions of an idealized past by recalling positive memories.
- Over the years, marketers have realized that nostalgia is a powerful way to evoke positive emotions — so much so that nostalgia marketing has become a recognized marketing strategy.
- Nostalgia may be a driving factor behind people purchasing flip phones because they evoke memories of a previous era in mobile communication.
- A YouTube advertisement for Nokia’s 2720 V Flip shows how brands can use nostalgia marketing to appeal to customers and drive product sales.
Digital detox
- Another reason why people might be purchasing flip phones is to do a digital detox and cut down on screen time.
- A digital detox refers to a period of time when a person refrains from using their electronic devices, like smartphones, to focus on social connections in the physical world and reduce stress.
- As people become more aware of the potential side effects of excessive screen time and constant digital connectivity, some are choosing to digitally detox.
- Flip phones are a way people can limit their exposure to digital noise and build a healthier relationship with technology.
Privacy concerns
- In some cases, personal data can be used for targeted advertisements, but in worst cases that information can be leaked as part of a data breach.
- More and more people are growing concerned with how their data is being collected, shared and used by companies and online platforms.
- That can make them a more attractive option for people concerned with privacy, data breaches or surveillance.