In recent months, I have been searching for a point-and-shoot camera, namely the Fujifilm X100VI. This camera was consistently sold out across North America, with backorders piling up at major retailers. The demand stems in part from its aesthetic appeal — its rectangular body, leather-textured grip, and chrome finish evoke the charm of old-school range-finder film cameras. But there is a whole other appeal: taking pictures without the worry of harassing notifications, potentially leading to doomscrolling instead of living in the moment.
Why nostalgia is more than a passing consumer trend
What might seem like a personal quirk is actually part of a much bigger cultural shift — and one that brands, especially in CPG, can’t afford to ignore. The rise of retro isn’t just a fleeting fashion trend; it’s also grasping for a nostalgic way of life. It taps into something deeper: a longing for simplicity, authenticity, and emotional resonance in an increasingly fast-paced, tech-saturated world. Understanding this phenomenon means understanding what consumers are really searching for and how your brand can meet them there.
How Lux Research’s Virtual Anthropologist uncovers consumer motivations
At Lux Research, our Virtual Anthropologist tool helps clients decode consumer behavior and uncover hidden trends. Our cultural experts interpret data to identify the motivations behind purchasing decisions and online discussions.
Key consumer trend in 2025: slow living
Our Consumer Insights team’s report “3 Key Consumer Trends Shaping 2025” identified slow living as a key trend in 2025. Consumers are feeling burned out by the fast-paced world, so they are showing interest in ways to get away from the hustle and bustle of everyday life and recenter themselves. They do so by embracing the natural cycles to guide them through the day to day, taking on more tactile hobbies and activities, and prioritizing meaningful relationships.
Seasonal living and mindful food habits
Some consumers feel as though technology is trying to hack our natural cycle and trick us into being productive all the time, even though devastating to our mental and physical health. Instead, we find consumers “hibernating” in the winter with fewer sunlight hours, prioritizing saying no to lavish plans and busy schedules because of their reduced energy levels in colder, darker months. Instead of looking for nutrient-dense drinks to replace time-consuming meal prep (think Soylent), consumers are taking a step back and planning meals according to Mother Nature, educating themselves on how to acquire seasonal local produce and preserving it for future use, such as making a berry jam or fermenting vegetables. It’s not about increasing efficiency but rather taking on more mindful food habits.
The comeback of tactile and analog hobbies
Consumers want to feel connected to the real world by taking on tactile hobbies. The pandemic saw a rise in bread baking, as people began to take a step back and embrace this time-consuming but fulfilling hobby. They are taking on analog, offline experiences, such as knitting, woodworking, or bookbinding. They share interests in products that make such DIY projects easy and accessible for beginners, such as crocheting kits that include hook, yarn, and easy-to-follow guidelines all in one convenient box.
They also crave deep and meaningful relationships. They fear that technology pulls them out of the present and distances them from the people within their proximity. So, they look for ways to build community, such as joining a running club or hosting a board-game night with their friends.
What slow living means for CPG brands
Consumers are increasingly drawn to CPG products and brands that support a slower, more intentional lifestyle. From an anthropological perspective, we see that while many aim to disconnect from phones and technology, they still depend on these tools to achieve their slow-living goals. For instance, they often discover meal kits or crafting boxes through digital ads, and they share their new morning routines or woodcarving hobbies on social media — whether to spark conversation or showcase their progress. While CPG brands may worry that promoting a slower lifestyle could lead to decreased consumption, insights from our Virtual Anthropologist tool reveal the opposite: Many consumers are actively searching for brands that align with their offline and slow-living values, balanced with modern technology that eases use.
The Fujifilm X100VI promises vintage aesthetics of an old range finder and nostalgic features, such as filters simulating historic Fujifilm film types, paired with innovative tech that eases use, such as Wi-Fi–enabled image transferring and touch screen. I look forward to putting my phone aside and immersing myself in photography, savoring the occasional moment when someone asks if I’m shooting on film. And then, once I am done living in the moment and embracing a slow lifestyle, I will upload the photos to Instagram for clout and doomscroll for eternity.