1. Analogue revival

"Everything that can be digitised will be".

Lars and I wrote this in From Malthus to Mars, and we talked about what has already been digitised (audio, images, text, DNA, money), what is in the process of being digitised (decision-making, reality itself), and what will be digitised in the future (the human brain, consciousness?).

I offer here a countertrend that has been slowly but quietly emerging in the past decade: a return to analogue (or as David Sax calls it, "the revenge of analogue").

Thanks to my dad's passion for music, I bought my first vinyl player in 2011 and have recently started to dj with vinyl as well. I never stopped buying physical books and still write a lot on pen and paper.

More broadly there is a renaissance in analogue music (vinyl), physical books, newspapers and magazines, notebooks, handwritten letters, film cameras, Polaroids, board games, mechanical watches, "dumb" (much less digital) phones, and even typewriters. I also see a growing desire for in-person meet-ups, events and experiences (for example at work, school, shopping, restaurants, or personal development). And many people I know are experimenting with "phone free evenings" or "phone free weekends" where they can enjoy being offline for a while.

The reason for this is that 100% digital experiences do not fulfil us the same way that non-digital experiences do. We experience the world with 5 senses (touch, smell, sight, sound, taste).

Digital experiences typically only touch on 1-2 of these senses at a time (sight and/or sound).

Let's take music as an example. Today you can stream music for free online and have 99% of the world's music at your disposal. You don't have to think about what to listen to but can just ask your AI assistant to "put on some music I like".

Vinyl, on the other hand, engages your sight, smell, sound, and touch. You have to find the record from your collection, take it out of its sleeve while you peruse the cover and songs on it, put the record on the turntable, move the needle into position and then press play. You can smell the vinyl and hear the faint crackles of the record as it starts spinning.

In a way, the fact that everything is being digitised makes analogue moments feel even more special. They're rare, they're quiet, and they're pure. In some instances they even become sacred.

And the good news is that you can seek them out whenever you want.

Technology only runs your life if you let it.

By the way, a countertrend does not have to invalidate other trends. I still use both digital and analogue, for example music streaming and Kindle books. It's more about seeing that both are possible and using each one consciously.

2. Enoughism

Minimalism has been around for a while and focuses on only owning and using what is necessary and valuable.

Enoughism is similar but subtly different. It's less about what you own and more about how you relate to what you own.

It's a countertrend to consumerism and the constant desire for more/better/faster, which has at its root a feeling that "the current situation is insufficient".

Enoughism is a mindset rooted in sufficiency.

You can still have goals and ambitions, but if you can simultaneously feel fully content with what you have and where you are, you will feel an immense sense of inner peace.

In practice, enoughism often leads to fewer, higher-quality purchases, a deeper appreciation for the things you choose to keep, and a more intentional, focused ambition.

If we go back to analogue music, for example, when you own just a small vinyl collection each record becomes precious. You engage with it more fully.

In contrast, when you have access to all of the world's music, like with music streaming, each individual song almost becomes meaningless.

Enoughism reminds us that restrictions can actually be positive and are what give life meaning.

In a counterintuitive way, restrictions can actually be profoundly liberating.

3. Human connection

Digital technologies can replace humans in a lot of things

But digital technologies cannot replace genuine human connection.

Now - I am very wary of making absolute statements about the future, because pretty much every statement about the future has proven to be wrong in the past.

But, at least for now, we are not able to digitise human consciousness, emotions, and true creative expression. Perhaps this will happen in the future, but I think the countertrend of the desire for human connection will only grow in the future.

People still value what only humans can offer. Things like real, in-person experiences. Shared human laughter. Human empathy when feeling pain. Human-made art, with its slight "imperfections". Human-made food. The story behind the artist.

There is already a "made by humans" label in various creative communities, and I think the label will only become more valuable and sought after in the future.

4. Actively seeking discomfort

In a world that increasingly offers comfort, convenience, and instant gratification, you need to deliberately seek out discomfort if you want to grow.

Too much comfort softens us and disconnects us from our bodies, minds, and meaning.

Conversely, some degree of stress is actually good for you.

To flourish as a human you need to struggle, adapt, grow, move your body, and use your mind.

This countertrend is showing up in countless ways:

• Endurance sports, ultra races, or just physical training in general

• Ice baths and cold plunges

• Intermittent fasting

• Choosing healthier food options (which often are more expensive)

• Digital detoxes

• Personal growth retreats that push you out of your comfort zone

• Choosing harder paths in pursuit of meaningful goals

• Even small changes like using vinyl records, because you have to physically put on the record for sound to come out

Discomfort wakes you up.

It sharpens your attention.

It makes joy richer and achievements more satisfying.

If all your goals were handed to you on a platter, life would suddenly become much less meaningful.

So instead of always seeking the easiest path, seek the one that will cause you to grow stronger and which will have the most fulfilling experience.

5. Slower living

Everything today is fast-paced and overly optimized.

Time and mental space have become the new luxury.

As a result, slower living is quietly emerging as a radical act of rebellion in the name of self-love.

Examples include:

• Deep work instead of multitasking

• Screen-free weekends

• Long walks without your phone

• Cooking slowly and eating slowly

• Working less

• Doing less

• Moving through your day at a natural pace

• Creating room in your schedule to reflect, rest, and breathe

Slower living is about choosing presence over autopilot, and depth over speed.

6. Self-actualisation

Once our basic needs are met and we’re no longer working just to survive, we start focusing on how we can become the best, most authentic version of ourselves.

This countertrend is about self-awareness and inner growth and includes purpose, values, identity, and service.

It is a shift away from an outer focus on achievement to an inner focus on alignment.

You can argue that some societies and cultures never really shifted away from this inner focus.

But at least in the western world, this shift has been dominant and many people have never really learned to connect with and live in alignment with their deeper selves.

As this countertrend gains momentum, there is growing interest in therapy, yoga, and all forms of coaching (life, health, performance etc.). Personal development is booming, and spiritual practices once considered fringe, like breathwork, meditation, psychedelics, and embodiment work, are rapidly entering the mainstream.

More broadly, there’s a collective reevaluation of what “success” really means and a shift toward wholeness, purpose, and inner fulfilment.