Generation Z has unexpectedly become the primary driver behind the rapidly growing analog music and print book economies in the U.S. and U.K. While buying record and CD players, vinyl, CDs, and print books may be an act of nostalgia or an old habit for Gen Xers and those before them, it is an act of identity assertion, innovation, and a point of differentiation for the under-25s. It is also an act of defiance in the face of the formless digital world and a cry for respite from the enormous noise perpetuated by the 24/7 social media cycle.
Both of them are under 20 years old.
According to another sub-20-year-old, Sandy, who is passionate about photography, sports, music, and decorating his room, the digital world misses the aesthetics of album covers and their finer details. He first saw how a record player could add character to a room on a TikTok video—so he decided to buy one for Christmas. Now, his record player, along with the five vinyls he owns, make for a prominent room décor feature, differentiating his identity from that of his friends and family. He also finds listening to vinyl more special and peaceful than using headphones, which he feels disconnects him from those around him.
The high cost of LPs means that young music connoisseurs only buy when the cover has as much appeal as the music. “The price of the Arctic Monkeys album I bought became more justified because I loved the music and I thought the album cover was cool,” reflects Sandy. These prized purchases are subjected to rigorous selection because the digital music offering still needs to be paid for.
Charlie’s mother, Lucy, attests to her bank account feeling the rise of the analog economy. She explains how she’s had to invest in hardware (a CD player, a record player, and a pair of speakers) while continuing to fund digital music, content streaming, and gaming. “You end up paying twice. Once to maintain the digital ecosystem and a second time to indulge the young generation and their interest in physical ownership and quaint analog technology.”
Some teenagers, like Fatima, are actively choosing to use their phones and social media slightly less by being out in the physical world more, studying in libraries, or reading physical magazines or books.
Whether teenagers’ and young adults’ attraction to the analog world of music, books, and real-life experiences is an enduring or passing trend remains to be seen. However, the need to find calm and deeper connections within the physical world and tangible expressions of one’s identity is most certainly here to stay.
The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.
A version of this story was published on Fortune.com on July 5, 2024.
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