Analogue is the new cool - why retro media is booming again
The analogue world is experiencing a surprising comeback: whether records, printed books or analogue photography - physical experiences are becoming more important again. People of all generations are looking for these once-forgotten treasures at flea markets and in specialised shops. The trend towards deceleration and the conscious use of media stands in contrast to the omnipresent digitalisation. Steinbeis Papier looks at why the tangible is once again in such demand.
A dense crowd in an event hall in Hamburg: dozens of record dealers from all over Germany and Europe offer their stock here - from rarities to the latest discs from all genres. The air is filled with conversations about music and the search for special treasures. People besiege the stands, flick through vinyl records, scrutinise the covers and labels. All generations are represented at the record fair, searching for records that have long been considered relics of the past. Not far from the record exchange is a local bookshop, also well frequented, the shelves full of new releases, people leafing through and sniffing the scent of fresh paper. Not far away: a stationery shop whose shelves are stocked with notebooks and fountain pens. The rush to these places clearly shows that the interest in physical experiences is unbroken. But why are people drawn back to analogue media?
The longing for the tangible
Trend researchers have been observing a change in society for some time: a "return of the analogue". This development is in direct contrast to advancing digitalisation. But what is behind it? Many people are increasingly feeling overwhelmed by the constant digital sensory overload. They are constantly online, connected and informed - but at the same time tired, exhausted and in search of a counterbalance. The desire to slow down and enjoy more conscious experiences is growing. Offline time is no longer just a phase of switching off, but is becoming an active search for peace and depth. Analogue experiences offer precisely this deceleration and are therefore increasingly appreciated again.
In a time when everything is instantly available, things that are slower, more conscious and more unique are gaining in value. It is about the special things that can be experienced through physical contact with media, devices and things - be it the heavy crack of a record, the haptic experience of turning the pages of a book or the click of an analogue camera. Analogue products and experiences are perceived as more valuable and authentic.
The renaissance of the analogue - examples and phenomena
Books: Printed content as a medium of depth
A central aspect of the analogue renaissance is the role of paper and printed books as a medium for in-depth engagement with content. Studies show that reading printed texts promotes cognitive processing and long-term understanding. The haptic quality - the structure of the paper - helps to focus on the content and process information more deeply. Despite the growing digital offering, printed books remain an important part of the cultural market in Germany. in 2023, the book market generated sales of 9.71 billion euros with around 25 million book buyers. Printed books continue to dominate the market, while the share of e-books is only 6.1 per cent. A third of Germans prefer printed books, and 24 per cent use both printed and digital formats. Steinbeis Papier also supports this medium and is sticking to recycled paper as its number one product. For the company, paper is not only culturally valuable, but also a symbol of ecological responsibility and sustainable use.
Vinyl: music enjoyment in analogue format
Vinyl records have regained their firm place in the world of music. Sales of vinyl records have risen steadily in recent years - in Germany alone, around 4.6 million records were sold in 2023, an increase of seven per cent compared to the previous year. In a world of streaming, the physical medium of vinyl has prevailed as it enables an intensive and conscious engagement with music. The ritual of putting on a record and spinning the disc creates a unique, almost meditative experience. Music cassettes and analogue players such as the Walkman are also experiencing a small but growing renaissance, as they offer a return to a more conscious way of listening to music.
Photography: The return to the film camera
Analogue technology is making a significant comeback in photography. Film photography is enjoying increasing popularity - not only among professional photographers, but also among amateur photographers and creative enthusiasts. And it's not just about nostalgia. Rather, the conscious engagement with the process is seen as inspiring. Every image requires thought, every click counts. These challenges and restrictions force a more focussed approach to photography, which many see as enriching. Young people between the ages of 15 and 30 in particular are becoming increasingly enthusiastic about analogue photography. The appeal lies in the manual work on the subject: setting the aperture and exposure time is seen as a fascinating part of the creative process. This trend can also be seen on the market. New retro 35mm cameras and the increasing demand for film confirm that film photography is back in vogue.
Games consoles: retro technology and the simplicity of games
Old games consoles are experiencing a new heyday at flea markets and in retro shops. For many fans, the simplicity and immediacy of the games are at the forefront - a stark contrast to the increasingly elaborate and complex modern video games. Retro technology offers a welcome change from the digital world by reducing the gaming experience back to the essentials.
Resistance to digital heteronomy
Trend researchers see this phenomenon as a counter-movement to the increasingly dominant digital world. They speak of an existential crisis in internet culture, which is leading many people to seek alternatives to digital overload. Algorithms that determine what we see and hear have an enormous influence on our lives. The return to analogue is also a form of resistance to this digital heteronomy. People are looking for self-determination and conscious choice, for moments in which they can take control - be it when buying a record, a book, a magazine or developing a film.
As impressive as these developments are, the question remains: will analogue replace the digital world? Hardly. Rather, this trend can be seen as a supplement. It shows people's desire for a balanced relationship between the two worlds. The digital world has become more efficient and indispensable in many areas, but the analogue world offers a valuable change. It creates conscious, intense experiences in a world that seems to be becoming ever faster and more superficial. So the comeback of analogue is likely to be more than just short-lived hype. It is an expression of a deeper social need for authenticity, deceleration and conscious experiences - at a time when more and more people are looking for new ways to escape the digital dictates. A trend that is sure to maintain its niche in the coming years and perhaps even continue to grow.
Cover picture: Stasknop/Pexels
Author
As a senior editor, Benjamin Seibring specialises in developing content on sustainability, mobility, technology and lifestyle. An editorial traineeship at a German media group and his many years of experience in corporate publishing form the basis. With a high affinity for trend topics and innovative AI tools, he implements cross-media storytelling.
