Generation Z Turns Nostalgic for 1990s Tech-Free Lifestyle

The Nostalgic Lens of Generation Z

In Canto XX of Inferno, part of The Divine Comedy by Dante Alighieri, the poet depicts sinners—magicians, astrologers, and soothsayers—who are eternally condemned to look backward, unable to see the future. This powerful imagery parallels the contemplation of nostalgia that defines Generation Z today, as articulated by Emily Segal, author of Mercury Retrograde (2020) and trend forecaster for major corporations.

Back to the Future: A Cultural Shift

Segal asserts that young people today have largely halted their gaze forward, drawing from the familiar elements of the past, especially from the late 1990s and early 2000s, as they navigate their consumer choices. The prevalence of remakes, revivals, sequels, and reboots indicates a culture steeped in nostalgia, resonating with philosopher Mark Fisher's idea of “cultural strangulation,” as noted in his essay, “The Slow Cancellation of the Future.”

“Disruption and innovation capable of changing the world still exist,” Segal emphasizes, “but the dominant cultural landscape is saturated with nostalgic remakes.” Examples include the resurgence of vinyl records, Walkmans, VHS tapes, and vintage fashion dominating red carpet trends.

Generation Z's Nostalgic Yearnings

Clay Routledge, a psychologist and author of Past Forward: How Nostalgia Can Help You Live a More Meaningful Life (2023), reveals that many in Generation Z display a yearning for an era before they were digitally connected. In a survey of 2,000 Americans, 60% expressed a desire to return to a time before their lives were dominated by technology. Notably, 68% feel nostalgic for periods before their own birth, while 73% gravitate toward past media, hobbies, and styles.

What is remarkable, according to Routledge, is that this nostalgia often does not stem from personal experiences. Instead, young people tend to idealize historical eras pre-dating new technologies, as they exhibit an ambivalent relationship with technology—valuing its benefits yet expressing unease about its repercussions.

Visual Reflections of Nostalgia

Viral videos featuring 1990s teenagers engaging without cell phones encapsulate this wistfulness. Although these clips showcase mundane interactions, viewers express longing for a simpler, more connected experience. Comments reflect sentiments of emptiness among viewers who identify with a high school experience marked by absence of technology.

The Counterculture Movement

In response to technology's overreach, various initiatives are emerging. The European Union continues to support Youth Exchange programs that incorporate “digital detox” experiences. In the U.S., a “dumbphone boom” signifies a growing trend where Generation Z opts for basic phones, while offline parties prohibiting cell phones are becoming increasingly popular.

Leo Espluga, a philosopher and TikTok influencer, advocates for minimizing digital presence. Through his videos, he illustrates the rejuvenating effect of engaging with the physical world—encouraging followers to explore without the convenience of smartphones.

The Risks of Idealizing the Past

As the nostalgia trend evolves, its interpretations vary. Philosopher Diego Garrocho, author of Sobre la nostalgia, warns that nostalgia can either inspire future possibilities or restrict perceptions of the past. Research suggests that Generation Z, particularly young men, leans toward conservative views, with a significant portion believing that “gender equality has gone too far.” Additionally, a survey indicates a growing discontent with democratic processes among young Americans.

Mario Ríos, a political analyst, suggests that such nostalgia reflects a reactionary sentiment among youth, seeking solace in a romanticized past amid contemporary societal complexities. However, Routledge points out that nostalgia can also be a catalyst for creativity, enabling Generation Z to reshape its present by integrating the perceived values of a pre-digital era.

Garrocho emphasizes the positive potential of nostalgia, arguing that aspirational visions of an idealized past can foster hope for a better future. Ultimately, nostalgia remains a driving force shaping the cultural landscape, influencing the perspectives and actions of the younger generation.