Why Gen Z Is Longing for the 1990s

For many members of Gen Z, growing up surrounded by screens has left them uneasy about their dependence on technology.

Surveys show that four out of five young adults worry their generation is too reliant on digital devices, and a majority believe social media harms mental health. Remarkably, 60 percent say they wish they could return to a time before everyone was “plugged in” — an era that predates their own lives.

This is an example of historical nostalgia: longing for a past one never personally experienced.

Research found that 68 percent of Gen Z adults feel nostalgic for earlier eras, 73 percent are drawn to their cultural products, and nearly 80 percent want modern technologies to incorporate elements of the analog past.

These preferences are reflected in consumer behavior.

Vinyl, CDs, printed books and board games are making a comeback, driven not only by older generations but by young people seeking tangible, offline experiences. A social media user described being inspired to buy a photo printer and album after seeing how past generations preserved memories to share with visitors.

Nostalgia has often been dismissed as sentimental indulgence. Yet decades of psychological studies suggest otherwise: reflecting on fond memories can improve mood, increase belonging and provide meaning. Far from trapping us in the past, nostalgia helps people face the present and envision a better future.

For Gen Z, historical nostalgia appears to be a constructive way to manage digital overload. Listening to a vinyl album without skipping tracks, or playing a board game with friends, encourages patience, focus and real-world connection. These lessons may extend into daily life, like walking outside without constantly checking a phone.

This does not mean that young adults are rejecting innovation. Research shows that most Gen Zers value and embrace new technologies.

But they also recognize the importance of preserving physical and social practices that foster balance and well-being.

As artificial intelligence and digital tools accelerate change, Gen Z’s turn toward the 1990s and the analog world may be less about retreat and more about shaping the kind of future they want to live in.