‘Reading is so sexy’: gen Z turns to physical books and libraries
Book sales boom as readers escape the ‘oversaturation and noise of the wild west digital landscape’
Gen Z Embraces Physical Books
Despite their reputation for killing skinny jeans and mocking millennials, gen Z has surprised everyone by embracing the habit of reading, particularly physical books. This age group, born between 1997 and 2012, has shown a preference for thumbing through traditional books rather than opting for digital versions.
Model Kaia Gerber, who recently graced the cover of British Vogue with her supermodel mother Cindy Crawford, recently launched her own book club called Library Science. According to Gerber, the club is a platform for sharing books, featuring new writers, and hosting conversations with admired artists. She hopes to build a community of individuals who share her excitement for literature. Gerber declared, 'Books have always been the great love of my life. Reading is so sexy.'
Gerber is not alone in her love for physical books. In the UK, 669 million physical books were sold last year, marking the highest level on record. Nielsen BookData research reveals that gen Z accounts for 80% of print book purchases. Additionally, libraries are experiencing an increase in gen Z visitors as they prefer the quiet environment they provide over noisy coffee shops. In the UK, in-person visits have gone up by 71%.
Diverse Reading Habits of Gen Z
While popular books recommended on BookTok, a TikTok subsection dedicated to book recommendations, tend to fall under fantasy and romance genres, gen Z readers exhibit diverse reading habits. Hali Brown, co-founder of the popular TikTok account Books on the Bedside, dedicated to gen Z reading habits, explains that gen Z appreciates various genres including literary fiction, memoirs, translated fiction, and classics.
For example, Kaia Gerber invited Iranian-American writer Kaveh Akbar as her first guest on Library Science to discuss his debut novel, Martyr! The book club's curated collection includes recommended reads from authors like Joan Didion and Jia Tolentino. There is also a subculture within the gen Z book world that focuses on 'hot girl books' or 'sad girl books,' which often delve into literary fiction and memoirs and explore themes of girlhood and womanhood.
It's worth noting that gen Z's reading preferences extend beyond fiction. Celebrities like Kendall Jenner, Harry Styles, Timothée Chalamet, and Jacob Elordi have been seen carrying non-fiction books exploring topics such as objectification, grief, anxiety, and social issues. This suggests that gen Z is not only drawn to escapism through genres like fantasy and romance but also values literature that addresses real-world subjects with authority and expertise.
Escaping the Digital Landscape
The rise of physical book reading among gen Z can be seen as a form of escapism from the oversaturation and noise of the digital landscape. While the internet offers a vast array of content, gen Z is demanding higher standards and seeking refuge in the world of literature. This shift is evident in the popularity of genres like speculative fiction, romance, and fantasy.
However, there has been some criticism surrounding the trend of performative reading and the association of certain books with social media influencers. This criticism does not sit well with enthusiasts like Hali Brown, who believes that book clubs and a community of like-minded readers should be celebrated for promoting reading among a wider audience. The goal should be to encourage more people to read, regardless of their motivation.
To further showcase their love for literature, gen Z has also embraced literary merch. Items like T-shirts featuring book-related designs, baseball caps from renowned literary magazines, and tote bags with prints of novels from acclaimed authors have gained popularity among this age group.
