The ’90s Dream: Why Gen Z is Falling for a Pre-Internet Romance
FX’s critically acclaimed series, “Love Story,” isn’t just a period drama; it’s a portal to a bygone era of New York City romance that’s captivating a generation that barely remembers – or never experienced – the ’90s. The show’s particular appeal lies in its depiction of a pre-digital world, where connection and communication unfolded at a decidedly slower pace. This fascination highlights a growing trend among Gen Z: a yearning for the perceived simplicity and genuine human connection of a pre-Internet age.
Consider a scene from “Love Story”: John F. Kennedy Jr. arrives on his bicycle for his first date with Carolyn Bessette. She gently chides him for not calling the restaurant to let her know he was running twenty minutes late. In today’s hyper-connected world, this interaction feels almost alien. A modern-day equivalent would likely involve a flurry of text messages coordinating logistics, or perhaps frantic back-and-forth with friends dissecting every perceived signal of interest or disinterest. For those navigating the complexities of dating in a major city like New York today, the show offers a distorted yet strangely familiar glimpse of a reality devoid of constant digital tethering – a New York where smartphones were non-existent.
For many Gen Z individuals, who were either too young to remember the ’90s or weren’t even born then, the era depicted in “Love Story” represents a beautiful, almost mythical, vision of an analog existence. It’s a world they can’t recall personally but can vividly imagine through the lens of media.
Dr. Clay Routledge, a psychologist and researcher specialising in nostalgia and the Human Flourishing Lab at the Archbridge Institute, explains that this bittersweet emotion can extend beyond personal memories. His research indicates that younger generations are reporting significant levels of nostalgia for a pre-Internet past they never personally inhabited. Cultural touchstones like art, photographs, films, books, and television shows can foster a collective sense of nostalgia. The widespread popularity of shows like “Friends” among Gen Z is a prime example. Routledge suggests that this engagement with the past provides comfort, reassurance, and even inspiration and wisdom, even when the memories are not directly our own.
“It turns out people can do that not just from their own memories, but from sampling the shared cultural memories and experiences in a variety of ways, from talking to people, talking to older generations and hearing their stories, to watching TV or film,” Routledge elaborates.
The immense popularity of “Love Story,” which has shattered streaming records and even inspired lookalike contests, might also serve as a barometer for the current societal mood. In an era marked by anxieties surrounding artificial intelligence, escalating living costs, and increasingly online social interactions, it’s understandable that Gen Z might seek refuge in a ’90s New York that feels more tangible and less digitally saturated – a world of Kodak moments rather than iPhone feeds.
“One common theme that comes up a lot is feeling overwhelmed or distracted or pulled in lots of different directions with these technologies,” Routledge observes. He points out that moments like the unhurried first date depicted in the show highlight a level of intentionality and trust that can be challenging to cultivate in a landscape brimming with technological options and the resulting choice overload.
“There seems to be a real thirst to make things more human-driven and less augmented by technological assistance. And again, I don’t think that’s because people are like, ‘Oh, the technology is bad,'” Routledge clarifies. “It’s more like, at some level, we want to get to the point where the technology is almost in the background, and it can be human to human again.”
What Nostalgia Reveals About Gen Z’s Future Aspirations
As is often the case with generational shifts, Gen Z is finding ways to process their anxieties through consumption, a phenomenon exemplified by the resurgence of the plastic headband worn by Bessette in the show. The market for nostalgic and analog-based products and marketing has boomed in recent years, with “Love Story” fitting perfectly into this trend. Ashley Bauchman, a 34-year-old producer and creator based in Los Angeles, views this as a sublimation of Gen Z’s desire for genuine community. Purchasing a ’90s-inspired accessory can create a sense of belonging, albeit an imitation of the real thing.
“When I find myself spiraling on, ‘oh, I should buy this thing, or I should get these clothes, or I need to revamp,’ one of the main things that works the best is just taking a pause and thinking to myself, when is the last time I hung out outside with one of my friends?” Bauchman reflects.
She has observed a tendency among some Gen Z individuals online to engage in self-isolation, prioritising “protecting their peace” or retiring early over social engagement. Building genuine community or embracing a more analog lifestyle, she notes, often requires a willingness to step outside one’s comfort zone and embrace a degree of inconvenience.
Naturally, no amount of retro fashion can magically rewind time or eliminate the ubiquitous presence of smartphones. Furthermore, the economic realities that once allowed New Yorkers to afford more leisurely lifestyles and frequent nights out have significantly shifted. In the year 2000, the median gross rent in New York City hovered around $705, which, when adjusted for inflation, would be approximately $1,288 in 2024 dollars. This figure stands in stark contrast to the actual median gross rent of $1,811 recorded in 2024, highlighting a substantial increase in living costs.
The Gen Z demographic drawn to the allure of a pre-Internet past isn’t necessarily advocating for a complete rejection of technology. Instead, the fervent embrace of “Love Story” and similar trends might signal a deeper hunger within this emerging generation. This is evident in the rising popularity of:
- Analog bags: A return to more tactile and less digitally integrated accessories.
- Anti-social media events: Gatherings designed to foster in-person connection away from the digital sphere.
- Tactile hobbies: A desire to engage with the physical world through hands-on activities.
“A lot of young people are saying the future we want is a future where technology is present and continues to make our lives easier, but where we are more present, where we’re not just passively staring at screens, where we’re actually engaging in the world,” Routledge concludes. “So it seems to me that Gen Z is more motivated to not reverse digital technology, but to build the future in which that technology takes a backseat.”
