Revocable Digital vs. Irrevocable Cool

The allure of digital platforms has always been infinite access and endless content. But a proposed class action lawsuit against Amazon argues that “buying” a digital movie isn’t ownership at all, just a temporary license that can disappear the moment Amazon loses its rights.

The suit argues Amazon misleads customers by selling permanence when what it’s really offering is a license contingent on factors out of consumers’ control. Sure, DVDs and Blu-rays can get scratched or lost, but at least you see the risk coming. In the digital world, titles can ghost your library overnight without warning.

And maybe that’s why Gen Z—the so-called digital natives—are leading a return to analog. Nearly 70% of Zs say they prefer print books over e-readers, and they read more than any other generation. (Booksellers everywhere continue to be grateful for romantasy on BookTok.) For them, analog is rebellion and reinvention: hoarding legacy magazines, bringing zines back, and turning reading into a public ritual at reading parties and book-club retreats. On TikTok, Filofax planners (1M+ views) and pocket journaling aren’t productivity hacks; they’re aesthetic flexes. 

The ripple effects are real: Nylon brought back its print version last year, and The Onion’s is now shipping its paper to 54k subscribers.  

Of course, every trend has its haters. “Top down,” there are waves of book bans in Florida schools—reminders of how fragile and politicized access to information can be. “Bottom up,” there’s cultural side-eye: San Francisco’s viral “performative male” contest mocked men for flaunting tote bags, unread feminist books, and clout-chasing Labubus. (Performative.LOL will even score you on whether your own reading habits appear authentic, or just a prop for selfies.)  

Even brands are in on the joke. Banana Republic’s TikTok parody of the “performative reader” went viral, with commenters declaring the brand “gained so much aura.” Because in today’s culture, whether sincere or ironic, analog isn’t nostalgia—it’s the new power move. Proof of patience, taste, and presence in a world of revocable digital everything. 

Why it matters: As digital “ownership” shows its cracks and AI floods feeds with disposable content, permanence has become a new currency of value. Analog formats act as cultural filters: What makes it into print, onto a shelf, or into circulation carries more weight than what gets lost in the scroll. For brands, visibility alone isn’t enough anymore. Trust is built through ideas and stories that that feel deliberate, discerning, and durable—the ones people choose to keep, not just swipe past. 

 Other news and trends

• “It’s a love story, baby, just say yes.” Taylor Swift and Travis Kelce announced their engagement in a joint Instagram post captioned: “Your English teacher and your gym teacher are getting married.” The post racked up more than 2M likes in under 20 minutes, and the announcement is already being framed as a media event poised to dominate conversation across sports, entertainment, and brand collabs. On X, Taylor Swift is trending with 595K posts. 
• Trending across Platforms: #PSL Season. Starbucks has brought back the Pumpkin Spice Latte for its 21st year, joined by a new Pecan Oatmilk Cortado. Despite rising food prices, the PSL is also returning without a price hike. On TikTok, #pumpkinspicelatte is trending with 3k new posts in the last week (95K overall)—proof that the “first sip of fall” ritual remains a reliable cultural spark. 
• Not trending in Mississippi: Bluesky. The platform announced it will block access in the state rather than comply with a new age-verification law, citing limited resources. The move is already being framed as part of a broader free speech battle, raising questions about compliance, community standards, and how platforms will navigate state-by-state regulation. 
• Coming soon: iPhone 17? Tim Cook just confirmed the next Apple Event is set for September 9, and since “nothing in this world is certain, except death, taxes, and the reveal of a new iPhone every year,” people are already celebrating “new phone season.” On X, #AppleEvent (11K+ posts) and iPhone 17 are already trending as people speculate as to the specific features that will be included in the latest device. 

Contributors: Head of Social Content and Engagement Strategy Cristina Lawrence, Senior Vice President Jerry Lawrence, Group Vice President Andrew McKernan, and Senior Vice President Tammy Pepito. At Razorfish, we help brands define their higher purpose—the emotional reason why they belong in people’s lives. Ready to find your purpose? Learn more here.