T hey have killed skinny jeans and continue to shame millennials for having side partings in their hair. They think using the crying tears emoji to express laughter is embarrassing. But now comes a surprising gen Z plot twist. One habit that those born between 1997 and 2012 are keen to endorse is reading – and it’s physical books rather than digital that they are thumbing.
This week the 22-year-old model Kaia Gerber launched her own book club, Library Science. Gerber, who this month appears on the cover of British Vogue alongside her supermodel mum, Cindy Crawford, describes it as “a platform for sharing books, featuring new writers, hosting conversations with artists we admire – and continuing to build a community of people who are as excited about literature as I am”.
Gerber isn’t alone. Last year in the UK 669m physical books were sold, the highest overall level ever recorded. Research from Nielsen BookData highlights that it is print books that gen Z favour, accounting for 80% of purchases from November 2021 to 2022. Libraries are also reporting an uptick in gen Z users who favour their quiet over noisy coffee shops. In the UK in-person visits are up 71%.