Gen Z tunes into nostalgia: Why cassette tapes are making a comeback

In 60 seconds: 

• Interest in cassette tapes is rising amongst Gen Zers at a noteworthy rate
• Young people are growing up surrounded by wars, inflation, political uncertainty, riots… they’re overwhelmed, and are seeking solace in the simpler times of their past.
• Gen Zers are gravitating towards cassette tapes thanks to the aesthtic packaging and their connection to community. 

Nowadays, listening to music requires no effort. Literally none. Just press a button, and you’re away - amazing sound quality, any artist, anywhere. 

So why are some Gen Zers starting to reject the digital world they’ve grown up with?

Interest in cassette tapes is rising amongst Gen Z at a noteworthy rate: according to data tracker Luminate, more than 430,000 cassettes were sold in the US last year - about five times more than the number bought nearly a decade ago.

That’s right - Gen Z is turning back the clocks. 

Many young people were born into a world of CDs and iPod Nanos (shout out to those old enough to remember Walkmans, though), missing out on cassettes completely. But now, with artists like Taylor Swift and Olivia Rodrigo selling tapes of their records, Gen Zers are falling in love with these handy little pocket players. 

But in a world of Spotify and Apple Music, you may be asking… why? 

In this blog, we discuss the nostalgia driving this trend, ask what Gen Z is loving about cassette tape players, and share what brands can learn from this new world. 

How cassette tapes are spinning back into Gen Z trends

In the past 90 days, searches for ‘walkman’ have risen by 40% in the UK, and ‘ebay cassette tapes’ have risen by 190%. Meanwhile, worldwide, searches for ‘best portable cassette player’ have risen by 50%. ‘Basf cassette tapes’ is a breakout trend. 

In other words, we’re ditching the digital and embracing the analogue. 

Well, sort of. 

One Gen Zer told the Wall Street Journal that after buying Kacey Musgrave’s album on cassette and borrowing her mum’s cassette player, she didn’t know how to use it. Meanwhile, in the UK, ‘how do cassette tapes work’ has appeared as a breakout trend in the last 90 days. 

So what we’re saying is: you can’t really blame Gen Z for meeting analogue half way and using TikTok to search for advice, tips and how to guides on using blank cassette tapes. 

What were the top 10 cassettes of 2023?

20 years ago, pressing play on your Sony Walkman meant bopping along to the tunes of Nirvana, Britney Spears, or Radiohead.  

Feeling nostalgic? 

Fast forward a few years and the top-selling cassette artists are a bit different… and you can thank Gen Z for that. 

So, what were the top 10 cassettes of 2023?

1. Guts - Olivia Rodrigo
2. - - Ed Sheeran 
3. Tension - Kylie Minogue 
4. Cuts & Bruises - Inhaler 
5. The Ballad of Darren - Blur 
6. Did You Know That There’s a Tunnel Under - Lana Del Ray 
7. Take Me Back to Eden - Sleep Token 
8. Broken By Desire To Be Heavenly Sent - Lewis Capaldi 
9. Unreal Unearth - Hozier 
10. Live with the BBC Philharmonic Orchestre - The 1975 

Looking backwards is nothing new: The power of Gen Z and nostalgia

Gen Z’s love for the past is nothing new - in fact, nostalgia has driven many of the biggest trends in recent years, from the resurgence of Crocs to the Bratz AI TikTok filter. 

1 in 2 Gen Zers wish there was a way to disconnect from social media, so it’s perhaps no huge surprise that this particular nostalgia-driven trend has manifested itself as a Digital Rejection. We’ve seen it before via the rising popularity of disposable cameras (made more accessible and cheaper thanks to apps like Huji Cam), and more recently, vinyl.

But vinyl is expensive. It looks cool, but it’s pricey. And impractical. So for young people wanting to take a step into the past and save some precious pennies, cassettes actually make perfect sense. For example, Olivia Rodrigo’s Guts vinyl retails for $30.00 compared to a paltry $13.98 for the cassette. For fans wanting to get their hands on merch and support their favorite artist, this is certainly the most affordable way (particularly when a pack of straw toppers for $15). 

And this leads us to our next point: collectability. 

Collectability is intrinsically linked with community, something that Gen Z values highly. With community comes the feeling of belonging - in this case, a shared love for something or someone that can be demonstrated through the collection of material objects. 

And when it comes to cassettes, community is an immersive experience, completely designed by the artist. After all, it’s harder to skip tracks on a cassette… you basically have to listen to tracks in order, as intended by the artist. By disconnecting from their iPhones, plugging in their Walkmans and hitting that clunky play button, Gen Zers are tuning into a world designed by their idols and held together by their community. 

Oh, and it saves battery life on your phone too. Always a bonus. 

Why is Gen Z bringing cassette tapes back?

Regardless of age, gender, or geography, when we feel anxious, we crave comfort. And, more often than not, that comfort is synonymous with youth. 

In the US, 36% of Gen Z struggle with fearfulness. The same applies to 33% of young people in the UK. And here lies the source of this nostalgia… 

Young people are growing up surrounded by wars, inflation, political uncertainty, riots… they’re overwhelmed, and are seeking solace in the simpler times of their past. Times when their biggest problem was deciding which Rainbow Magic fairy they were and pinching the batteries from the TV remote for their Walkman. 

Basically, it makes total sense for them to step back from TikTok and plug into their own little private world. It’s a blast from the past and distracts them from their futures.

Gen Z expects aesthetics and experiences 

But it doesn’t end there. 

There’s nothing quite like the convenience of Spotify, but it’s not a particularly aesthetic experience (unless you consider the sharing frenzy of Spotify Wrapped every December). And when 52% of US Gen Zers (43% UK) say they’d purchase from a brand that was deemed ‘aesthetic’, there’s no wonder that they’re heading for the creativity of a cassette tape.

From the unboxing of the packaging to the colour of the tapes, the ‘cuteness’ of a cassette tape can’t be overrated. And when the Barbie movie releases a highlighter pink tape featuring hits from Lizzo and Billie Eilish, it’s pretty hard to say no. 

What can brands learn from the cassette tape revival?

We’ve talked about the importance of nostalgia for Gen Z - 26% of Gen Zers in the US would shop with a brand because it reminds them of happier times and feels sentimental - and it’s clear that material objects and fun packaging is important for them too. 

1. To keep up, brands need to innovate products and marketing strategies at the pace of culture. After all - the devil works hard, but Taylor Swift’s brand team works harder. 
2. The most successful brands aren’t always the newest, they’re the ones that have proven to be culturally observant. 
3. Be sure to look backwards as well as forwards. And prepare to be surprised - Gen Z are always ready to shock you…

Maybe this is a lesson. The chic, sleek packaging we see with brands like Glossier and The Ordinary is out. Now, Gen Z wants fun, colourful, and collectable. 

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