How Gen A To Z Are Empowering A Comeback Of The Digital Camera

Forbes

3 days ago

Casper Ravn-Sørensen, Chief Growth Officer of GoWish.
Sometimes, the clearest signal of change comes not from what's new, but from what's old.
At GoWish, we noticed something unusual in our user data from young teenagers: A surge in demand for digital cameras, which prompted a lot of attention from major news outlets like the Danish national broadcaster DR (BBC/NPR equivalent) and a variety of other popular mainstream and social media accounts.
The reason we found out is that every spring in Denmark marks the start of confirmation season, a Christian tradition and coming-of-age milestone for many young teenagers, celebrated with big parties and lots of gifts for the young adults. This makes it one of the most interesting times of year to observe shifting trends in youth culture, which is what our "Crystal Ball" survey set out to uncover based on data from thousands of wishlists.
The thousands of young teenagers adding digital cameras to their wishlists weren't looking for smartphone accessories or fancy DSLR-style cameras, either. These were digital point-and-shoots, like the ones many thought had vanished alongside MP3 players and flip phones. And we're not the only ones noticing this comeback.
We thought that this was a fun trend, and it brought up some nostalgic feelings and conversations in the office. What really piqued our interest was when we realized that this wasn't a one-off blip.
Across categories, there is a growing appetite for products that seem to be pulled straight from the late '90s or early 2000s. Polo shirts like Ralph Lauren and other trends are making a strong comeback. Retro, it turns out, is very much in style. If in doubt, notice how the mullet suddenly has reappeared on street level.
What was once considered outdated is now being embraced with fresh energy.
A Return To Retro
I've written before about how younger generations (especially Gen-Z and the emerging Gen-A) don't engage with brands or technology the way previous generations did. This latest shift is yet another sign of just that.
While previous digital trends have been about more connectivity, more sharing and more immediacy, what we're seeing now is a partial reversal: a desire for less noise, more focus and a different kind of authenticity.
Take the digital camera as a prime example. For a generation raised on smartphones, it offers something surprising: boundaries. You can still document the moment and have fun doing mini photoshoots with your friends, but you're not being bombarded with notifications or pulled into a dozen apps the second you pull out the device. It creates room for presence. And while the photos might still end up on social media, the experience of capturing them becomes more intentional.
This return to analog isn't about rejecting technology—it's about reshaping the experience of it. This is something brands should pay close attention to. The new generation of consumers isn't simply looking for the latest gadget or trend. They're looking for tools that support how they want to live, not just what they can do. And sometimes, the most powerful tools are the ones with fewer features.
In Denmark, this same trend is apparent. The number one gift couples getting married wish for is fancy old-school classic wedding china from Royal Copenhagen. This traditional wedding gift never seems to go out of style—or if it did, it's now back at the top of the charts.
If anything, the retro resurgence is a reminder that progress isn't always linear: Sometimes, moving forward means borrowing from the past. For those of us trying to understand what the next wave of consumers truly values, it pays to pay attention to what they're rediscovering, not just what they're discarding.
Three Lessons For Those Building The Future
So what can we as tech leaders, marketers and product builders take from this?
First, trends don't always emerge from innovation alone. Sometimes, they surface from emotion, nostalgia, curiosity or even fatigue. The young teenagers asking for digital cameras aren't reacting to a new feature—they're responding to a feeling, which is something I believe organizations must learn to work with in the way customers are approached in social media advertising.
Second, simplicity can be a feature. In an age of hyper-functionality, products that do less but do it well can stand out. The renewed popularity of digital cameras isn't about specs or megapixels—it's about boundaries. It offers a single-purpose experience in a multitasking world, which is exactly what many young users crave today.
Third, these are generations that curate their identity more fluidly than any before it. Retro aesthetics, analog formats and slower digital experiences are part of how Gen-Z and Gen-A express themselves. If we want to design for them, market to them or simply understand them, we need to recognize that cultural context matters as much as technological context.
Keep that in mind next time you call something outdated!
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