At the turn of the new millennium, the world held its breath in fear of the Y2K bug. Would a computer be able to differentiate the year 2000 from 1900?
25 years on, technology has become more advanced, smaller, and more innovative than ever seen before. The internet now fits in your pocket, you can pay for your coffee via smartwatch, and soon a pair of glasses will make smartphones obsolete thanks to the recent partnership between Meta AI and Ray-Ban.
Despite these devices becoming increasingly ingrained in day-to-day life, young people are challenging the new norm by fueling an analogue resurgence. Gen Z, born between 1997 and 2012, has grown up during a worldwide technology shift. Their memories of a mostly screen-free childhood are relics of a lost era – one in four of the newest generation, Gen Alpha, have a personal mobile phone by the age of eight. With the world’s evolving dependency on tech, younger generations are supporting physical media and bridging the gap by championing an analogue world.
Currently, prospects for young people are some of the bleakest in recent times. Student loans barely cover living costs, and purse strings have to remain tightly shut after graduating – a 2025 survey found that the proportion of UK graduates in full-time employment has slightly fallen, whilst the unemployment rate for graduates has increased. Analogue technology connects young people with nostalgia, reminding them of a childhood free of modern stressors.
Growing up across the transition from analogue to digital means that the familiarity with ‘old’ tech lingers alongside embracing new developments. However, it also means that the loss of tactile, physical media is emphasized. Older generations may own collections of vinyl or DVDs from years of use, whereas younger generations are starting from nothing.
This behavioural shift is observable in consumer trends. In 2022, more vinyl records were sold than CDs, marking the resurgence of vinyl as a media. Many attribute this in part to the release of Taylor Swift’s album Midnights, which had 4 collectible vinyl releases. The music industry is dominated by streaming services – vinyl, cassettes, and CDs all provide a tangible and personal experience that can connect listeners with the artist and their music. Streaming services are accessible and provide opportunities for exposure to music you otherwise may never hear, but it does not provide ownership; physical media encourages meaningful connections between a listener and the music that means something to them.
Digital services mean users are inundated with choices; Apple Music, for example, has over 100 million songs in its catalogue. Using vinyl or CDs creates a journey. The album is carefully selected, rather than taking a gamble on tracks advertised by streaming services. Buying specific albums or artists places value on their work specifically, instead of a monthly fee giving access to every musician available on the platform. Stripping back the listening experience to bring focus to one piece of work is a way for young people to rebel against the want-it-get-it attitude so often seen.
This behaviour stretches further than just tech – one in ten Brits now buys the majority of their clothes second-hand. With environmental impact at the forefront of many people’s buying habits, some feel guilt purchasing physical media because of the plastic or excessive consumerism often associated. However, it gives experiences meaning and encourages selective, intentional choices, challenging throwaway culture by ensuring consumers buy only what is important to them.
These intentional choices are best demonstrated by the rise in young people enjoying film photography. Digital photography became popular in the late 2000s, and Kodak’s declaration of bankruptcy in 2012 seemed to many like the final nail in the coffin for film. However, 35mm film photography is making a comeback, especially with younger generations. Their drive for nostalgia combined with the authenticity of shooting film is increasing sales of film cameras and meaning that film production companies are struggling to keep up with demand. Kodak reports demand for 35mm film has doubled in the last five years, and the shortage of colour film after 2020 caused by supply chain issues and an inability to meet demand has resulted in prices soaring. In the US, there has been a 9% increase in film prices between February and July 2025.
Film photography continues to be popular among younger generations despite these issues. Surveys report that many engage with film because of the authentic, personal feel, and the warmth and nostalgia of the photos. The anticipation of waiting for development and getting physical prints back immerses photographers in a way that pulling your phone out for a quick picture cannot replicate. Social media often expects perfection, but many users say that the imperfections from film photography are what they like most about the format. The film aesthetic has become cool – some may argue this challenges the airbrushed photos so often posted, but others may say that the uniqueness of film has become its downfall online. What once stood out as perfectly imperfect is now lost in a sea of people, all posting the same thing.
There is an increase in the popularity of hobbies that encourage social connections. Run clubs, crochet, book clubs – young people crave social interactions. Many lost crucial years of social development to Covid-19 lockdowns, relying on technology for staying in touch. The Guardian reported how many Gen Z are now actively fighting against the harm they feel social media and technology have done to them. 46% of Gen Z are refusing to use AI tools at work. Every aspect of modern life is being overtaken by technology, from chatbot assistants on every webpage to online-only bookings at restaurants. Embracing analogue technology allows an escape from constant notifications and 24/7 connectivity.
Analogue technology has stood the test of time, with Gen Z driving its resurgence. Whether their mindset will follow the same path and avoid becoming a fleeting trend is yet to be seen. Physical media has become such a crucial part of young people’s engagement with film, TV, and music because of its tactility and ability to form meaningful connections between people and art. It contradicts the dominance of digital services and expanding use of AI, encouraging us to step back and be more present and intentional with the media we consume. The harmony of the perfected simplicity of analogue with the accessibility and opportunities of digital could lead to an unstoppable, yet sustainable, technological revolution. What Gen Alpha, the first fully digital generation, decides to do in the future is still unknown.
