The generation that grew up with smartphones in their hands suddenly seems to crave simplicity. Gen Z is – partly – turning away from digital overload, and this has surprising consequences. Our prediction: young people will return to print.
From digital fatigue to offline yearning
Hundreds of notifications every day, endless screen time, algorithms endlessly serving content – it's become too much. Where digital media has gained ground for years, a counter-movement is now visible. Young people want their attention back. And that means: fewer apps, fewer screens, and more real moments.
This is evident in initiatives like the Heineken Boring Phone, a phone without apps, specifically for festivals. Or cafés where you only get in if you hand over your phone – a kind of online detox. What once seemed unthinkable (a night without Instagram!) is now cool. And that also means: more room for tradition: long dinners, good conversations, board games, and leisurely reading of books or magazines.
Back to tangible and slow
You can already see a retro revival in the streetscape. The '90s are back – from baggy jeans to skater sneakers. But the urge for nostalgia runs deeper than outward appearances alone. Young people are seeking peace, something tangible, as de Telegraaf recently noted. DJ Mag even mentioned last year that Gen Z is listening more to vinyl, CDs, and cassettes than any other age group. In terms of fashion and music, the retro movement has already begun. But in the media space, we believe a transition is also looming.
A paper magazine forces one to pay attention. No pop-ups, no push notifications, no endless scrolling. Just a beginning, a middle, and an end. That's precisely what this generation increasingly seeks. Print is not old-fashioned, but exclusive. Not slow, but deliberate.
Magazines like ELLE and Cosmopolitan are no longer read solely by subscribers over forty. They are purchased, kept, and shared – especially by young adults who want to exchange screen time for something real. Even niche magazines, with strong design and a clear story, are gaining popularity in this demographic.
What does this mean for PR?
For PR professionals, this trend is an opportunity. While online reach remains important, print is becoming relevant again – especially among a target group that was digitally dominant for years. The power of a placed article in a beautifully designed magazine is not just the reach but also the trust it exudes.
And perhaps even more importantly: in a world where everything is online, printed material stands out. Brands looking to tap into the desire for peace, authenticity, and attention would do well to consider print publications. The revival has begun – and Gen Z is leading the charge. Our advice? Play into it smartly. Presscloud has almost all national, regional, and local newspapers in its database, as well as many magazines. Good additions to your press list, therefore. Not yet an account? Create one for free now!
