Gen Z Is Buying Flip Phones. The Smart Brands Know They’re Really Selling a Feeling

Young consumers aren’t nostalgic for the ’90s. They’re nostalgic for what they never got to have.

EXPERT OPINION BY TEMILOLA AGBEDE

Illustration: Getty Images

Lydia Peabody’s first reaction to a flip phone was to laugh. A friend pulled one out at a party last year and Peabody, by her own account, couldn’t understand why anyone would carry something so obviously broken. “Girl, what are you doing with that thing? That has to be a joke!” she remembers saying.

A year later, Peabody left her career as a licensed therapist to become the founding CMO of Dumb Co, a company that sells flip phones to........

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