Story by Ángeles Acosta • 2w • 3 min read
The Allure of Analog: Why Young People are Ditching Digital
For a generation raised on instant gratification and perfected social media feeds, film offers something different. It’s a deliberate, slow process that requires patience and a certain level of commitment. There’s no instant preview screen, no endless filters, and no easy do-overs. This constraint is, for many, the very essence of its appeal. The unique aesthetic—the grain, the light leaks, the authentic color shifts—is something digital simply can’t replicate. It’s a tangible memory, a physical object you can hold, share, and cherish. The excitement of dropping off a roll of film and the anticipation of seeing the developed photos is an experience many Gen Zers are discovering for the first time. They’re finding joy in the imperfections and the genuine, unedited moments that film captures. This analog renaissance is taking place not just in photography but in music as well, with vinyl record sales surging to their highest levels in decades.
Kodak’s Rocky Road: A Story of Innovation and Missed Opportunities
Kodak’s story is a classic tale of a giant brought low by its own hubris. For decades, the company was synonymous with photography. In fact, one of their own engineers, Steven Sasson, invented the world’s first digital camera in 1975. However, fearing that the new technology would cannibalize their lucrative film business, Kodak executives chose to sideline the invention. This critical misstep opened the door for Japanese companies like Sony and Canon to dominate the burgeoning digital market. By the time Kodak finally embraced the digital transition, it was too little, too late. The company filed for bankruptcy in 2012, shedding its consumer-focused operations and reinventing itself as a much smaller, business-to-business enterprise focusing on commercial printing and other industrial technologies.
The New Hope: A Second Chance for Film?
Today, the growing demand for film has presented Kodak with an unexpected second chance. The company is one of the few remaining major producers of photographic film, and this renewed interest has given them a lifeline. However, the path ahead is not without challenges. Kodak faces significant financial struggles, and while the company is reporting a modest increase in film sales, it’s a far cry from the glory days. Furthermore, the supply chain for film chemicals and paper is complex and fragile, and meeting the sudden spike in demand can be difficult. The cost of film and developing is also a barrier for many, making it a niche hobby rather than a mainstream activity.
The Future is Blurry (But Full of Potential)
While the renewed interest in film isn’t enough to make Kodak the powerhouse it once was, it provides a fascinating case study in how consumer trends can shift unexpectedly. The company is now in a unique position to capitalize on its legacy. By embracing its core strength—the production of high-quality film—Kodak can establish itself as a leader in this growing niche market. The challenge lies in balancing its legacy business with its more modern, industrial pursuits. For now, Gen Z’s love for all things vintage has given the old film giant a new lease on life, proving that some stories, even those told in black and white, are worth a second look.
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