By Ana Cahuas
We’re knitting. We’re staying in and doing puzzles at the kitchen table. We’re putting on records and ditching iPhones for flip phones.
Call it grandma core, cozy coded, or just plain digital fatigue. Whatever you label it, there’s a real shift in culture and consumer behavior toward experiences that feel real, calming, and grounding.
At its core, the “grandma era” is a Digital Era self defense: a response to constant stimulation, endless feeds, and the pressure of being perpetually reachable. According to a survey from The Harris Poll, 81% of Gen Z (14 to 29 years old) and 78% of millennials (29 to 44 years old) wish they could disconnect from digital devices more easily. That’s why younger generations are seeking ways to disconnect and protect their peace.
Interest in analog activities has spiked: Google searches for “analog hobbies” jumped 160% in the last month and crafts like needlepoint have seen a surge in popularity online. Trends like “analog bags” on TikTok (the irony abounds) (filling totes with non-digital activities) are inspiring people to replace screen time with hands-on experiences.
Flip phones, film cameras, vinyl – it’s all part of a broader desire for intentional engagement and nostalgia. Whether or not people ditch their smartphones entirely, these devices represent control over attention and an effort to not be pulled into endless feeds. Analog rooms designed for screen-free relaxation are on the rise, and homeowners are intentionally creating space to disconnect and unplug.
In 2025, romantasy (the blend of romance and fantasy) exploded across social platforms and bestseller lists. The subgenre boosted the market share by a whopping 41.3%. People are craving escapism with immersive, tactile stories that pull you out of digital noise and into worlds you can feel. Book communities across social platforms (like BookTok or #Bookstagram with millions of posts on Instagram) are fueling the boom by turning reading into a shared experience.
The grandma era is about reclaiming control and choosing presence over constant notifications that compete for our attention.
For brands, this presents a huge opportunity to meet people where they are: create calmer, more human experiences; build community around doing (not just consuming); and lean into storytelling that feels comforting, immersive, and worth slowing down for.
Reach out to the Double Forte team to learn how we can help.
