In a surprising shift towards digital minimalism, many Gen Z members are trading their smartphones for simpler, featureless devices known as “dumbphones.” This trend aims to counteract the negative effects of excessive technology use, particularly doomscrolling.
The Boring Phone, launched in April at Milan Design Week through a collaboration between Heineken beer and fashion retailer Bodega, epitomizes this movement. This minimalistic flip phone has garnered significant attention from young people eager to escape the pervasive influence of modern technology.
Contrary to popular belief, this move isn’t entirely new. Gen Z’s interest in digital minimalism has been growing quietly for some time. According to research firm GWI, this generation is the only one whose social media usage has declined since 2021. The growing suspicion that tech products are diminishing attention spans and increasing stress levels fuels this trend.
This shift is part of a broader cultural revival known as “Newtro,” where nostalgic items like vinyl records, cassettes, 8-bit video games, and retro phones have regained popularity. The resurgence of the iconic Nokia 3310 in 2017, spurred by nostalgia, exemplifies this trend. The real boom began in the US last year, ironically driven by TikTok posts under the hashtag #bringbackflipphones.
Companies like HMD, which relaunched the Nokia 3310, reported a doubling of flip phone sales by April 2023. Similarly, Punkt, a company that prefers the term “minimalist phones,” has also seen a significant increase in sales.
Despite this growing interest in dumbphones, tech giants like Apple and Samsung remain largely unaffected. According to Joe Birch, a technology analyst at research firm Mintel, nine out of ten phones are still smartphones. However, Birch notes a shift in smartphone usage patterns among Gen Z, driven by concerns over the negative impacts of constant digital connectivity. “Three in five Gen-Zers say they’d like to be less connected to the digital world,” Birch added.
Privacy concerns also play a role in this trend. Gen Z is more cautious about privacy breaches by tech giants or governments, as highlighted by the Portulans Institute.
While older technologies are finding a niche among Gen Z, completely disconnecting in today’s world remains challenging. Essential services such as education, healthcare, and finance are now predominantly digital. Nonetheless, the embrace of dumbphones marks a significant step towards a more balanced relationship with technology.
