Gen Z Is Ditching Smartphones for 'Vintage' Flip Phones

Nostalgia is a complex emotion that involvesreconnecting with the happy emotionsof an idealized past by recalling positive memories.

Over the years, marketers have realized that nostalgia is a powerful way to evoke positive emotions — so much so thatnostalgia marketinghas become a recognized marketing strategy. It leverages positive memories and feelings associated with the past to create an emotional connection with consumers.

A wealth of research shows thatnostalgia can result inconsumers being willing to pay more, enhance brand ties, increased purchase intention and increased digital brand engagement.

Nostalgia may be a driving factor behind people purchasing flip phones because they evoke memories of a previous era in mobile communication.

But nostalgia marketing doesn't just target the younger generation — it's also a powerful tool for advertising to those who grew up using older mobile devices. Nokia is an example of a company that understands this well.

A YouTube advertisement for Nokia's 2720 V Flip shows how brands can use nostalgia marketing to appeal to customers and drive product sales.

When older generations speak about objects from the past, they usually hearken back to "the golden era" or "golden time." The comment section of the Nokia video showcases this kind of thinking.

One comment reads: "My first phone was a Nokia 2760! It was also a flip phone. This brings back good memories." Another says: "I am definitely getting this just for good old memories. When life was easy."

Another reason why people might be purchasing flip phones is to do a digital detox and cut down on screen time. A digital detox refers to a period of time when aperson refrains from using their electronic devices, like smartphones, to focus on social connections in the physical world and reduce stress.

In 2022, people in the U.S. spent more than4.5 hours dailyon their mobile devices. In Canada, adults self-reported spending about3.2 hours per dayin front of screens in 2022.Canadian children and youthhad about three hours of screen time per day in 2016 and 2017 comparedto children ages 8 to 12in the United States who spent four to six hours a day watching or using screens in 2020.

Excessive smartphone usage can result in several harmful side effects, such as sleep disruption.Just over 50 percent of Canadianscheck their smartphones before they go to sleep; Americans spend an average of50 minutes on their phonesbefore bed.

Theblue-light emitted from smartphonesmay suppress melatonin production, making it harder to sleep andcausing physiological issuesincluding reduced glucose tolerance, increased blood pressure and increased inflammatory markers.

The increased level of digital connectivity and the pressure to respond instantly, especially in a post-pandemic world where many people work remotely,can lead to increased levels of anxiety and stress. Being constantly online can also leadto reduced social connectivityand can negatively impact personal relationships and social skills.

The constant digital noise and multi-tasking nature of smartphones andapps like TikTokcan lead todecreased attention spans. From my personal observations in the classroom, I've noticed students find it difficult to concentrate for prolonged periods of time.

Acondition known as text neckcan also occur when a person spends extended periods of time looking down at an electronic device. The repetitive strain of holding the head forward and down can cause discomfort and pain in the neck.

As people become more aware of the potential side effects of excessive screen time and constant digital connectivity, some are choosing to digitally detox. Flip phones are a way people can limit their exposure to digital noise and build a healthier relationship with technology.

年代martphones have a long list of advanced features such as cameras,GPSand tons of mobile applications — all of which can store and access a significant list of personal data.

In some cases, personal data can be used for targeted advertisements, but in worst cases that information can be leaked as part of a data breach.More and more people are growing concernedwith how their data is being collected, shared and used by companies and online platforms.

It's natural to feel worried about the potential misuse of our personal information. That's why some people are taking matters into their own hands and seeking out creative ways to limit the amount of data being collected about them.

Old-fashioned flip phones generally have fewer features that collect and store personal data compared to smartphones. That can make them a more attractive option for people concerned with privacy, data breaches or surveillance.

But this trend doesn't mean smartphones are going out of style. There are stillmillions of smartphones贝ng shipped worldwide every year. The trend may result in users opting to own both a smartphone and a flip phone, allowing users to digitally detox and reduce screen time without sacrificing thebenefits of social media.

Omar H. Faresis a lecturer at the Ted Rogers School of Retail Management where his research focuses on consumer behavior area, particularly on consumers' interaction with novel digital innovations and the impact of digital innovations on retailers.

This article is republished fromThe Conversationunder a Creative Commons license. You can find theoriginal articlehere.