As with many technology trends, this one starts in the U.S. The classic phones that had us tapping four times on the 7 button just to write an s were never fully extinct. But there is something curious happening right now. More and more people that used a smartphone for almost their entire life (we are talking about Gen Z) are now giving the smart devices away to reduce screen time and the effects of social media.
Why are they called DUMBphones? It’s actually a pun that refers to the “enemy”, the SMARTphone. The difference between the two is that the classic old phone provides a simpler and less addictive user experience and focuses only on the essential telephone functions, such as calls and texts. With no access to platforms like Facebook, Instagram, TikTok or Youtube, the temptations of social media disappear while using a dumbphone.
But why?
Gregory Alvarez talked in an article about his reasons to not use a smartphone and social media and how it feels to live like it’s `99, even though people may think that you’re dead. The main reasons that this journey can start may be privacy, peace of mind, curiosity or even the fight against the urge to change your smartphone every year, just because there is a new one.
Independence from technology feels much needed in a world that has seen how long hours of scrolling can be connected to developments of depression, anxiety, sleep deprivation and even ADHD symptoms.
Social media has evolved in becoming primarily a marketing tool and is pressuring it`s users to post about their perfect life, even if that standard is too high to reach. That perfectly curated aesthetic is hard to achieve and leads to a tired audience that is now in search for authenticity and simple content that feels real. Keeping in touch with only a few people from the small circle of friends and relatives becomes a mental health solution and it is easier done without the use of social media.
The community.
There is also a Reddit community that gives advice and updates on the state of the dumbphone and what to look for when you buy a certain phone that meets your needs. On this channel, people are telling their stories and experiences with dumbphones, but mainly the reasons that they feel the need to change the device they are carrying with them everyday.
The most frequent questions asked on the Reddit channel are about ways to switch to dumbphones even though there might be a need for smartphones for uses like college courses, or how to find certain phone models in different states. Usually, the reasons for which users join this community is to share tips and tricks about cutting down screen time. This seems to be at the core of the dumbphones trend and we`re curious about how it is gonna impact the social media trends in the future.
The marketing approach.
Who else better represents the phone from the late 90s if not Nokia? And with a simple search on Google for the keyword “dumbphone”, you will most likely get the link to the Nokia page that is especially dedicated to just that: dumbphones. It proves to us once more that marketing is about riding the wave and embracing the trends that help your brand stay relevant.
Nostalgia marketing plays an important role, also. We know we said “Obviously, we are not using flip phones again” in our article about Retro In a Modern Digital World, and yes, we are still team smartphones because we like funny dog reels. But we still love the retro look and as a team of millennials, the 90s are our favorites. So we get it. Anything that can give us that feeling that sends us back to those carefree days when we listened to MTV and took pictures on film, is welcomed in our lives.
Also, the memes are still funny.
Conclusion.
Late 90s and early `00 are not having a comeback only in technology. We have also seen the low rise jeans taking over teenagers clothing shops and we listened to nostalgic music blasting at festivals. But a transition to dumbphones seems hard to do, because, besides the potential benefits for mental health and time saving, we got used to a world that keeps us connected and gives us all the features we need in a little device that has become almost an extension of our bodies.
Want your brand to keep up with social media trends? Get in touch with us for strategic consulting and send us an email at hello@subsign.co.
