The Newest Digital Trend? Going Analog.

Your real-life touchpoints still matter. As channels grow increasingly crowded, they might even become your competitive edge. 

Vinyl outsells CDs. Film cameras are on backorder. Postcard clubs are racking up hundreds of paying subscribers, and physical book sales are holding strong in a market that was supposed to go entirely digital a decade ago. Analog has been back in a major way, and not just for its aesthetics.

“Dumb” or “bricked” phones, basic phones that can only call and text, are gaining interest among Gen Z. Brick is a company that sells a physical device that blocks distracting apps from your phone to help you “take back control of your screen time.” Bricking can disable smartphone functionality through app restrictions and grayscale settings.

The shift is not just tech-based either; it’s about what’s tactile. “Slow living” and “grandma hobbies” fall under the analog umbrella, too, and CNN reported that Michael’s has seen the effects, with searches for “analog hobbies” on its site increasing by 136% in the last six months of 2025. Sales for guided craft kits were also up 86% for 2025, and the company is predicting that number to rise another 30% to 40% this year.

Nostalgia doesn’t explain it. The trend is biggest with a generation that grew up with the internet, not one that lived without it.

It’s an active rejection of the oversaturation of screens, driven by a handful of factors:

• Mental health concerns: Anxiety, comparison culture, and the psychological toll of being always-on have pushed a lot of young people to reassess their relationship with their phones. Unplugging, in comparison, feels like a practice of wellness.
• Platform awareness: Gen Z knows, better than any generation before them, how deliberately addictive these products are designed to be.
• Desire for a decided stopping point: Unlike infinite algorithms that reward doomscrolling, there’s an end to what’s analog. Dumbing down a smartphone means that even if your willpower isn’t strong enough to log off, you’ve limited what is interesting enough to engage with and given bottomless entertainment a natural end.
• Anti-AI sentiment: Gen Z has grown increasingly frustrated, anxious, and skeptical of generative AI. They recognize its utility but have concerns about its impact on learning, what content can be trusted, and the job market.

What Does This Mean for Brands?

We’ve spent the better part of a decade racing toward digital, focusing on more platforms, shorter content, faster cycles, and less friction. That race isn’t over, but the shift raises a valid question: where does analog fit into a marketing strategy?

The answer isn’t to abandon digital. It’s to recognize that physical, tangible touchpoints still carry importance, perhaps more than they’ve had in years, and your in-person presence can be a competitive advantage. A few places to start:

• Attending or leading speaking engagements and panels that drive your industry forward
• Taking regular check-ins offline, building relationships outside of the agenda
• Investing in local sponsorships, charity galas, and industry association memberships
• Hosting community roundtables, forums, and events to generate referrals, partnerships, and visibility
• Developing thoughtfully designed print collateral (and even sending snail mail, when it makes sense)

So yes, keep printing the physical business cards. Don’t skip the merch. Hang on to the phone number over the chatbot.

What feels “old” might offer a new opportunity to reach an audience craving real connection, and the interest does extend online. Brands winning across digital platforms are often the ones willing to show the unfiltered, real side of what they do. In a feed inundated with polished photos and product promotion, the behind-the-scenes recap is more scroll-stopping.

The Opportunity

Remarkable content has always required meeting your audience where they are. Right now, a meaningful portion of that audience is choosing to be somewhere less online.

That doesn’t mean your brand needs a carrier pigeon strategy. It means paying attention to how you’re already popping up in person and making sure you don’t lose out on standing out.

Interested in how your brand can connect with audiences across channels, digital and beyond? Let’s talk.

Posted In Digital Strategy & Social Media, Media & Culture