Gen Z is on a mission to bring back the 1970s
The world is a kaleidoscope of ever-shifting trends, and it’s a real treat to watch a new generation embrace the beauty of what came before. With all the digital conveniences we have today, it might seem strange that things like instant cameras and vinyl records are making a huge comeback. But when you look closely, it makes perfect sense. This isn’t about rejecting technology; it’s about finding a deeper connection with the world around us. Gen Z is truly leading a revival of retro tech, and it’s a beautiful thing to witness. So let’s dive into all the wonderful reasons why they’re falling in love with these tangible treasures.
1. The Instant Camera Boom – Fujifilm Instax Empire
This isn’t just a fleeting trend, it’s a major market, with sales projected to climb to over $2.5 billion by 2031. Brands like Fujifilm have already sold an astonishing 100 million units of their Instax line, showing just how much of an impact Gen Z is having on the retail landscape. When it comes to the instant camera comeback, you can’t talk about it without mentioning Fujifilm’s Instax line. These cameras have become a global phenomenon, and it’s easy to see why. Their pastel colors and user-friendly designs make them an accessible and stylish entry point into analog photography. At a reasonable price point, they’re perfect for a generation that wants to create without breaking the bank. The real money maker, though, is the film itself. The demand is so high that Instax film has become a billion-dollar business, with an astounding one billion photos printed annually. Gen Z has truly embraced the Instax as a way to capture and share their lives in a fun and authentic way, one little photo at a time.
2. Polaroid’s “Analog Life” Campaign
We’ve all heard the saying that no one on their deathbed ever wished they’d spent more time on their phone, and Polaroid’s marketing team has perfectly captured that sentiment with their recent “Analog Life” campaign. They’re not just selling a camera; they’re offering a philosophy, a chance to step away from the endless scroll and truly be present. This message resonates deeply with Gen Z, a generation that has grown up with screens but is also increasingly mindful of the mental toll of digital overload. The campaign taps into a yearning for authenticity and a life lived in the moment. By focusing on the experience of creating and holding a physical photograph, Polaroid is selling something far more meaningful than just a product; they’re selling a lifestyle that prioritizes real connections and tangible memories, and it’s a message that’s hitting all the right notes.
3. The Viral “Polaroid Guy”
It’s amazing how a simple, authentic idea can go viral. Take Brian Fass, the central park “Polaroid Guy,” for example. He’s become a social media sensation just by roaming Central Park, taking instant portraits for a modest fee. What he’s really selling is more than a picture, it’s an experience. For Gen Z, lining up for a photo isn’t just about the final product; it’s about the ritual of the moment itself. They are drawn to the human interaction, the connection, and the story behind the image. It’s a throwback to a time when photography was a more personal, deliberate act. TikTok has amplified his unique offering, turning him into a cultural figure and a symbol of this movement. His success shows that in a digital world, people are craving genuine, in-person experiences, and the simple act of taking a Polaroid with a stranger in a park perfectly captures that sentiment.
4. Printing Physical Memories
While digital photos are great for sharing, there’s something undeniably special about a physical print. Gen Z is proving this in a big way, with a striking 43% of them printing their photos, which is a massive contrast to older generations. They’re not just taking pictures to post online; they’re creating tangible art to tape to their walls, tuck into journals, and give as heartfelt gifts to friends and family. A Polaroid doesn’t just get lost in an endless feed, it becomes a part of a physical space, a conversation piece, and a lasting keepsake. This trend is a clear sign that this generation values permanence and personal connection over the fleeting nature of digital content. They’re building a world of tangible memories, one printed photo at a time, and it’s a beautiful thing to see.
5. Retro Cameras Driving Retail
The nostalgia for vintage technology is so powerful that it’s having a real impact on retail. Stores like John Lewis in the UK have seen a significant jump in instant camera sales, a testament to their growing popularity. But it’s not just new models; older cameras like the Olympus Trip 35 are being sold on resale markets for impressive prices. The retail sector is clearly recognizing that nostalgia is a powerful motivator for consumers of all ages. This trend is a win-win: retailers can tap into a hot market, and consumers get to own a piece of the past that feels unique and authentic. This isn’t just about buying a gadget; it’s about purchasing a connection to a different era, and the retail world is responding enthusiastically. The demand for these cameras proves that the charm of the past is something everyone wants a piece of.
6. Y2K Aesthetics and Old-School Digicams
It’s fascinating how a generation that grew up with flawless phone cameras is now seeking out the imperfect charm of early digital cameras. Vintage models like the Sony Cybershot and Canon PowerShot are seeing a massive resurgence on platforms like Depop and eBay. This isn’t about high-quality images; it’s about the aesthetic. The washed-out tones, grainy textures, and blown-out flash of these cameras perfectly capture the “authentically 2006” look that’s so popular right now. These cameras are also a lot more affordable than high-end new tech, making them a great entry point into the retro world. Gen Z isn’t just buying a camera; they’re buying a mood, a feeling, and a piece of digital nostalgia that feels completely unique and personal to them. It’s a beautiful way to create something new out of something old.
7. TikTok Fuels the Craze
You can’t talk about a Gen Z trend without mentioning TikTok, and this is no exception. The platform has become a hub for the retro tech craze, with hashtags like #FilmTok and #PolaroidGuy racking up millions of views. Creators film unboxings of vintage cameras, share “photo dump” videos with grainy, imperfect shots, and show off dorm rooms decorated with instant prints. This isn’t just about showcasing a device; it’s about using these cameras as props to create an entire aesthetic. On TikTok, the imperfections of retro tech are celebrated as a sign of authenticity. It’s a creative space where old cameras are new again, used to craft a personal brand and a visual identity that stands out from the polished, filtered world of other social media platforms. The app has become the engine that drives the entire movement, making it feel fresh and exciting.
8. Celebrity Influence
When celebrities embrace a trend, it’s a sure sign it’s hit the mainstream. The use of instant photography by icons like Taylor Swift, Lady Gaga, and Kendall Jenner has given it a massive boost. Taylor Swift’s album “1989” featured Polaroid-style inserts, instantly associating the format with her massive fanbase. Lady Gaga even became a creative director for Polaroid, showing how deeply these brands are intertwined with pop culture. When stars post grainy, imperfect shots, it makes the look feel aspirational and cool. This isn’t just about a brand partnership; it’s about a cultural endorsement. Seeing celebrities choose to capture their lives with a Polaroid over a high-end phone makes a powerful statement about valuing authenticity and presence. Their influence helps to transform retro tech from a niche interest into a full-blown fashion statement, proving that what’s old can be new again.
9. Social Events Embrace Polaroids
Polaroids have become a staple at weddings, parties, and festivals for a simple reason: they create a shared, tangible memory. Event planners are setting up instant camera booths where guests can snap photos and leave a print in a guest book. It’s a fun, interactive way to capture the energy of the moment. Instead of a phone gallery full of blurry shots, guests have a physical keepsake to take home. Festivals are handing them out to attendees, turning them into a kind of living souvenir. For a generation that values experiences and community, Polaroids turn a gathering into something truly special and memorable. They create a physical record of the moment that can be passed around, shared, and cherished long after the digital memories have faded. It’s a way to turn every gathering into a permanent celebration.
10. Affordability and Accessibility
One of the big reasons retro tech is so appealing is that it’s simply more affordable than the latest smartphones. A brand new Instax camera can be purchased for around $70 to $120, a fraction of the cost of a flagship phone. While the film packs are an ongoing expense, the initial investment is much lower. Even vintage digital point-and-shoots can be found for under $100 on resale sites, making them a low-risk way to experiment with a new style of photography. This accessibility is key for Gen Z, a generation that’s often more budget-conscious. They’re not just buying a camera; they’re buying into a new hobby and a different way of creating without a huge financial commitment. It’s a refreshing change from the constant pressure to own the most expensive, high-tech gadget, and it feels a lot more personal.
11. Exploding Collectible Culture
Retro tech isn’t just about taking pictures; it’s also about collecting. For some in Gen Z, these cameras are becoming like sneakers, limited editions are selling for hundreds of dollars on the resale market. Companies like Retrospekt are taking this a step further by refurbishing vintage Polaroids in rare colors, turning them into highly sought-after collector’s items. Owning one of these isn’t just about having a camera; it’s about flexing cultural capital and showing you’re in on a unique and stylish trend. This sense of exclusivity and the thrill of the hunt for a rare model adds another layer of appeal to the movement. It turns what was once an everyday gadget into a piece of art and a status symbol. It shows that collecting things that feel personal and unique is more important than ever.
12. Brands Are Back in the Game
The revival is so powerful that it’s convincing legacy brands to re-enter the film market after decades away. Pentax recently announced its first new film camera in 20 years, a huge sign of confidence in the future of analog. Kodak is also ramping up film production to meet the rising demand. These aren’t small decisions; they are multi-million dollar investments that show these companies believe this is more than a passing phase. It’s a testament to the power of Gen Z’s consumer habits and their ability to influence entire industries. When brands that left the market behind are now rushing back in, it’s a clear signal that the analog future is brighter than anyone could have imagined, and it feels like a real comeback story for these classic names.
13. Imperfection Is the Point
In a world filled with filters and editing apps designed to create flawless images, the flaws of retro tech are a breath of fresh air. Gen Z loves the red eyes, the blur, and the weird lighting that come with instant photos. Instead of hiding these imperfections, they celebrate them as part of the photo’s unique character. A grainy, off-center shot from a vintage digicam feels more authentic and real than a perfectly staged and retouched selfie. It’s a rebellion against the pressure to be perfect and a celebration of the messy, awkward, and real moments that make life interesting. This isn’t just about a different kind of photography; it’s about a different philosophy of life that says it’s okay not to be flawless, and it’s a message that resonates deeply with a generation that values authenticity above all else.
14. Blending Old with New
What’s really smart about the retro tech revival is that it’s not a complete rejection of modern technology. Brands have found a way to blend the best of both worlds. The latest Polaroids, for example, can connect to an app that lets you scan and easily share your prints online. The Fujifilm Instax Mini Evo even has Bluetooth connectivity. This hybrid approach makes these gadgets practical for a generation that lives both in the physical and digital worlds. You get the fun, tangible experience of analog photography, but you still have the convenience of being able to share your creation with friends and family online. It’s not about choosing one over the other; it’s about finding a perfect balance that feels authentic and convenient at the same time. The best of both worlds, really.
15. The Polaroid Flip
Polaroid’s 2025 release of the Polaroid Flip is a perfect example of how brands are evolving to meet the needs of a new generation. The Flip is a modern classic, compact, stylish, and built with modern tech like USB-C charging. It’s proof that instant photography isn’t about living in the past but about redesigning analog for the future. The design is sleek and made for a generation that’s on the go, showing that these brands are listening and adapting. It’s a sign that the analog movement is here to stay, and it’s going to continue to evolve to meet the needs of the people who are driving its comeback. It’s a fantastic example of a brand paying homage to its past while innovating for the future.
16. Keepsakes That Can’t Be Deleted
In an era of disappearing stories and broken phone galleries, the permanence of a physical photo is a powerful draw. A Polaroid sits in a shoebox, gets passed down to a friend, or stays taped to a wall. It’s a physical record that can’t be accidentally deleted, lost in a cloud storage failure, or simply vanish into the digital ether. For a generation that’s seen so much of its life stored in the precarious digital world, the permanence of a physical photo feels incredibly valuable. It’s a concrete link to a memory that feels so much more real than a file on a hard drive. This tangibility offers a sense of security and lasting value that digital abundance simply can’t provide. It feels like a real treasure.
17. Influencers Use Them as Branding Tools
Influencers have always been trendsetters, and their embrace of retro tech is a huge part of this movement. Polaroid collages on walls, photo dumps styled with instant shots, and grainy Y2K selfies have become powerful branding tools. They signal personality, nostalgia, and a kind of “authentic imperfection” that feels more relatable and less curated than the usual influencer content. Carrying a Polaroid or using a vintage digicam isn’t just about taking a picture; it’s about showing who you are. It’s a way to stand out from the crowd and create a visual identity that feels unique and personal. The look says “I’m not just about perfection; I’m about real moments,” and that’s a message that resonates deeply with their followers. It’s a beautiful way to express your style.
18. Analog Is a Lifestyle
When you look at the full picture, from Brian Fass in Central Park to major brands like Pentax re-entering the market, it’s clear that instant cameras and other retro tech aren’t just a trend. For Gen Z, this is a lifestyle. It’s not about rejecting technology entirely, but about reclaiming presence, creativity, and imperfection in a world that often feels too fast and too curated. Analog has become a way to live more mindfully and to create things that have a tangible, lasting quality. It’s about finding a balance between the digital and physical worlds and making sure that the things you create have real meaning and value. The revival of retro tech is a powerful statement about what this generation truly values, and it’s a beautiful movement to be a part of.
This story 18 Reasons Gen Z Is Reviving Polaroid Retro Tech was first published on Daily Fetch
