"It was a really therapeutic way to kind of distract yourself from either work or stress, but also just do something with your hands instead of doomscrolling. We became completely obsessed."
"MacTaggart is part of a throng of young people who are turning to analog hobbies and activities as a means of escaping technology and reconnecting with childlike creativity and exploration. Somewhat ironically, this analog movement has been galvanized by its trendiness on social media."
"Some of these hobbies - knitting, gardening and, of course, needlepoint - have been ascribed the term "grandma hobbies" online, referring to the older demographic that's often been associated with them. But many other offline, tactile hobbies, like pottery, origami and even blacksmithing, have gained traction online with Gen-Z and millennials recently."
Emma MacTaggart, working in investment banking, discovered needlepoint as a therapeutic alternative to excessive screen time and doomscrolling. She and her roommates became passionate about the craft, which she had learned as a child. This experience reflects a broader trend among Gen-Z and millennials who are embracing analog hobbies—including knitting, gardening, pottery, origami, and blacksmithing—to escape technology and reconnect with creative exploration. These activities, often called "grandma hobbies" online, gained momentum during the 2020 pandemic but have persisted and grown in popularity. MacTaggart transformed her personal interest into a business, founding What's the Stitch, where she sells needlepoint canvases, accessories, and digital designs through popular social media profiles.
Read at Fortune
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