Underconsumption: Why Gen Z is breaking up with hyperconnectivity 

(Spoiler: y’all are stressing us out.)

TL;DR 

A fun-sized summary of this article

Yea, this whole codependence thing is not working out; as mental health plummets and screen time sky rockets, Gen Z is redefining their relationship with technology.

Retro tech is bigger than ever, and nostalgia is barely a factor; we’re opting for dumbed-down devices over today’s overly integrated tech.

Straightforward, less cluttered experiences are a breath of fresh air (and a break from digital overstimulation).  

Mindless consumption is out; Gen Z is choosing thoughtful purchases over impulse shopping.

Distance makes the heart grow fonder - and right now, Gen Z needs some space from overconsumption and digital connectivity. It is - not to be dramatic - driving us absolutely insane. Proof? We brought the flip phone back from the dead just to get some peace. 

Right now, there is a deliberate shift away from screens and the barrage of digital stimuli they bring. Somewhere between tech neck and 10hr+ screen time stats, there has been a collective realization that we have all become our worst fear - iPad kids. 

The digital native experience has turned out to be kind of intense; as a result, Gen Z (as usual) are trendsetters in the movement toward digital minimalism. But believe it or not, the trend of dumbing down our tech is making waves across generations; right now, everyone’s craving some time unplugged. 

Do Not Disturb

No, it’s not you - it’s me! …Or maybe, it’s your built-in digital surveillance watching me 24/7. 

It’s no secret that Gen Z spends a massive amount of time on our phones; not only are those little suckers addictive, but we’ve also integrated their use into nearly every aspect of daily life (thanks 2-step-authentification 🙁). It’s moved past the point of iPhone addiction - rather, everyone’s beginning to feel a bit smothered by their own devices. 

Gen Z, often heralded as the first generation of digital natives, is now dealing with the challenge of de-centering tech from their daily lives; 46% of us are actively trying to limit our screen time. Gen Z has grown up with the evolution of modern tech, a coming of age intersected with increasingly accessible devices. But now, the constant notifications, tracking, and data harvesting is fatiguing - this new tech has gotten a bit clingy, and we’re over it.

Retro Tech Is So Back

So, why the hell is Urban Outfitters selling ‘vintage’ iPod shuffles on their website?

What may appear as a trendy nostalgia cash-grab is indicative of an increasing interest in vintage tech (sorry to tell you that Y2K relics have achieved vintage status). Vinyl had its moment years ago, alongside cassette tapes - weird at the time, but quickly became mainstream enough for Walmart to start selling them in stores. Now, analog curiosity has had a new development.

Though responsible for a graveyard of bricked phones thanks to their IOS update system, the scratched-up chrome carcasses of Apple products past are desirable for their limited capabilities and impressive hardiness. Products in this day and age are almost built to be broken - planned obsolescence that consumers peeped a few years ago (and obviously are not happy about). 

People want tactile experiences - but they also want to invest in things that last. Feature phones, with their simplistic design and objective, are inexpensive, straightforward, and intentionally devoid of the perpetual ping of modern smartphones

#Underconsumption

If the de-influencing trend didn’t kill the monstrosity of the mega Shein haul, then the rise of “underconsumption core” will. 

Gen Z’s consumption consciousness is changing the way we purchase -  in a culture drowning in excess; we’ve begun to move with an understandable cynicism. Don’t mistake underconsumption for rejecting materialism outright, but considering the staggering increase in digital saturation and the overconsumption of fast (and shitty) fashion, making thoughtful choices is like its own small rebellion. Gen Z is choosing to curate rather than consume.

De-toxifying Our Tech

It’s hard to admit when a relationship has gone sour, especially when it's the one we have with our screens. Gen Z grew up with tech at our fingertips - smartphones, social media, and endless notifications. And as it turns out, there are consequences. 

Society is becoming increasingly aware of how constant connectivity affects our mental health. The lure of social media validation, the endless scroll, and the pressure to curate a perfect life online have created a storm of stressors; it’s no wonder that now, many of us are frazzled by the overstimulation. No one's going full Luddite here, but we are setting some boundaries.