In August, I took a break from this weekly newsletter, but I was still busy working on writing projects. One of these projects was my latest essay for The New York Times, which was published a few weeks ago. This piece explores Gen Z historical nostalgia, a topic I have written about in this newsletter. If you don't subscribe to The New York Times and are interested in some further thoughts from me on what we can learn from Gen Z's fascination with the offline, analog past, I also have a new article on this topic published this week in Profectus.
Since my New York Times essay was published, I've received dozens of emails from a wide range of folks, including Gen Z adults sharing their historical nostalgia interests, business leaders describing how Gen Z nostalgia is showing up in the workplace, and parents and grandparents offering examples of how this fascination with life in the past has created opportunities for intergenerational dialogue in their families.
I've also done numerous interviews with journalists all over the world, including nations such as The United Kingdom, Australia, Denmark, Spain, and Brazil. In every one of these interviews, the reporter noted that the wave of historical nostalgia happening in the United States that I am documenting is also occurring in their part of the world.
These emails and interviews have deepened my own understanding of not just historical nostalgia itself, but also the larger cultural yearning it represents. People, and not just Gen Z, are actively looking for more opportunities to have authentic, tangible experiences that connect them with others and the physical world around them.
As I wrote in those articles, and in previous editions of this newsletter, historical nostalgia should not be interpreted as a revolt against modern technology. Our research at the Archbridge Institute's Human Flourishing Lab finds that most Gen Z adults have positive attitudes about many aspects of their digital engagement. For example, 77% report feeling part of a community when they interact with others online. They are also enthusiastic about innovation. In another survey we found that 86% are interested in learning about new technologies, 88% are motivated to use them, and 84% find it important to keep an open mind about technological advances. Yet in that same survey, 80% worry their generation is too dependent on technology, 75% are concerned about social media's impact on young people's mental health, and 58% believe new technologies are more likely to drive people apart than bring them together.
In other words, Gen Z has ambivalent attitudes towards the digital technologies that dominate much of their lives. They don't want to give up internet-enabled devices and platforms that have become integral to how they communicate, learn, work, and entertain themselves. But they also worry they are missing something important by spending so much time online and being so dependent on these same platforms.
They are not alone. Adults across generations embrace the technological advances that have improved their daily experiences, but they are also increasingly questioning whether our hyper-connected digital lives are delivering the meaningful experiences and relationships we crave. In a 2024 Deloitte survey, 83% of Americans reported that they are more actively setting boundaries around their digital activities, such as putting their phones away when they are with family and friends and turning off notifications at select times. People are looking for ways to engage more fully with the world around them.
There are a number of consumer and behavioral trends that reflect this growing hunger for real-world experiences. The music festival market is experiencing robust growth as Gen Z and Millennials seek the energy of live performances and shared musical moments. Boutique fitness studios are proliferating, driven partly by women's desire for social interaction and community. Independent bookstores are steadily increasing as people seek experiences where they can talk to knowledgeable booksellers, receive personalized recommendations, participate in book clubs, and attend community events. Crafting is increasingly popular across age groups, with more Americans taking up hobbies such as scrapbooking, knitting, baking, gardening, pottery, and woodworking that offer the satisfaction of making something tangible. Meanwhile, board game sales have surged as people seek hands-on, in-person gaming experiences that involve face-to-face interaction.
In short, the real world is making a comeback. People are rediscovering the irreplaceable value of physical presence, tactile experiences, and in-person activities. I believe this movement will only accelerate as more content is created by artificial intelligence. As our digital environments become increasingly populated by AI-generated text, images, and videos, distinctly human experiences will become even more precious and sought after.
Additionally, many people are growing weary of the negativity and outrage that dominate online discourse, stoking division and undermining social cohesion. Most Americans aren't as ideologically animated as the small percentage of vocal users driving much of this conflict, and they're increasingly seeking healthier alternatives. Real-world experiences offer a chance to engage with others in more constructive, collaborative ways.
We often hear about rising rates of depression, anxiety, loneliness, and political polarization, and calls for institutions to address these issues. While we certainly need good leaders and effective institutions, we rarely celebrate what everyday people are already doing themselves to solve these problems. The real-world renaissance I've described here demonstrates something profound about human nature. We are remarkably agentic, resilient, and creative beings. When our current circumstances aren't serving our wellbeing, we don't just complain. We adapt, innovate, and find inspiration in the past to enhance our lives. This shift toward more real-world experiences represents bottom-up solutions in action. Rather than waiting for top-down fixes, millions of individuals are quietly crafting lives that better serve their psychological and social needs. We should do more to showcase, celebrate, and encourage this remarkable human capacity for self-directed flourishing.
Have a great weekend!
Clay