Marketers’ relentless pursuit of digital optimisation is sparking a cultural revolt, as younger consumers – particularly Gen Z – increasingly reject algorithm-driven uniformity in favour of personal curation and physical items, with vinyl records, books, catalogues and vintage clothing now seen as essential to identity and individuality.
That is the standout conclusion of a new Harris Poll report, which dubs the counter movement “newstalgia”, characterised by a deep craving for texture, imperfection, and authenticity.
It cites a recent ETS-Harris Poll study which found that the majority of Gen Z (65%) report experiencing FOBO – the fear of being obsolete. For this “lost generation”, technological acceleration has collided with stalled opportunity. The same tools promising democratised creativity have deepened doubts about long-term security.
Nearly three-quarters (72%) of Gen Z say they would be more excited about AI if there were a financial safety net, such as universal basic income – a clear signal that optimism is contingent on stability.
The report claims the paradox is clear: AI is both muse and menace – amplifying human potential while eroding confidence in the systems designed to protect it. It fuels creativity and ambition, yet forces a reckoning with identity, purpose, and value. It argues that consumers are now actively seeking the handmade and the storied, desiring physical proof of the human element behind design and content.
Data strongly supports this trend. A 2025 Tubi-Harris Poll found that a 82% of Gen Z enjoy discovering content originally released over a decade ago. This appreciation for the past extends to possessions, with 70% of Gen Z actively collecting physical items as tangible evidence of their identity.
This desire for tangibility extends dramatically into the retail and media landscape. After years of omnipresent touchscreens, the simple act of touch is now imbued with emotional weight, elevating physical connection to a new form of luxury.
The report highlights that a Quad-Harris Poll released eaerlier this year highlighted this by noting that 79% of Millennials look forward to receiving print catalogues. Even more surprisingly, 64% of Gen Z reported keeping these catalogues and using them for décor or creative inspiration in a clear sign that printed matter is valued beyond its mere promotional purpose.
This craving for texture extends to retail. The same study found that 77% of young consumers have planned a trip around visiting a brand in person, and 73% say shopping at a hyped retailer or pop-up “feels like being part of a cultural moment”. After years of touchscreen everything, touch itself now carries emotional weight – a way to slow down, savour, and feel connected.
Ultimately, consumers are reclaiming their individuality from the algorithm, seeking out experiences that feel tactile, spontaneous, and grounded.
The report maintains that this new movement signals a collective acknowledgment that optimisation has gone too far, driving a bold new demand for the undeniably human in every facet of life.
Harris Poll chief strategy officer Libby Rodney commented: “Consumers are not looking for perfection; they are looking for meaning. These signals form the backdrop of modern brand strategy: a population balancing anxiety with pragmatism, scepticism with hope.”
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