Youth get nostalgic
Young generations are obsessed with nostalgia. It’s translating into their identities, their hobbies and their purchasing habits.
Gen Z are shooting on film, vinyl records have reached their highest levels of sales since 1990, films from the 2000s are having a renaissance moment on TikTok, and flip phones are back en vogue.
Why exactly is this? Why, as a generation, have they fallen into the grip of stagnation?
We’re increasingly experiencing this ‘total immersion’ marketing, and it’s a huge success with Gen Z. The worlds of fiction and reality are blurring for Gen Z more than ever before, and much like their love for nostalgia, this is all down to their need for escapism.
Nostalgia points to the idea that Gen Z is grasping for stabilization
Nine times out of 10, when we crave comfort, we revert to something from our past, because that’s when we felt the most safe and protected…in our childhood.
Gen Zers are living through tough times. War is raging across the world, the climate crisis is reaching new heights and economic uncertainty is prevalent. They’re anxious about the future. Because it feels uncertain.
To counter this, they’re turning back.
Nostalgia and identity
Gen Z are seeking solace through fashion, finding comfort in vintage garments and retro styles.
Fashion brands are leaning into nostalgia and using it as a commercial driver. In 2024, True Religion partnered with Juicy Couture to capitalize on the resurgence of Y2K trends. Whilst GAP recently announced a partnership with Palace, the legacy skatewear brand.
Channelling ‘90s galore, the collection includes varsity jackets, tracksuits, Oxford shirts and more. Adidas Sambas, a shoe launched in the 1940s, has become one of the most sought-after footwear pieces.
The most successful brands aren’t always the newest: they’re the ones that have proven to be culturally observant.
Nostalgia is reflected in Gen Z’s pastimes.
Arts and crafts have now become a more popular pastime for Gen Zers than clubbing and bar nights. Searches for ‘knitting’ have spiked between 2020 and 2024. Whilst journaling has peaked as a new hobby.
Retro pastimes are back in a big way: one Gen Zer shares that they’ve “become obsessed with journaling”. The appeal of these hobbies is in the escapism.
“Every night I’ll map out 30 minutes before bed, to write down exactly how I’m feeling: whether that’s happy, sad, angry” she continues. This Gen Zer notes that she’d rather spend time “doing something that feels more relaxing than scrolling through social media”.
How can your brand leverage these insights?
Authenticity matters
There’s no doubt that nostalgia has proven itself to be a powerful marketing tool – but it’s important to proceed with caution.
Building a nostalgic connection between consumer and brand takes time and research – authenticity is key. Ensure you’re checking cultural sensitivities and approach with sincerity.
Look forwards - as well as backwards
Don’t forsake new innovation. Brands should aim to strike a balance between capturing the spirit of the past whilst still offering something new and unique to consumers.
Staying on the pulse of cultural relevance has never been more important in reaching young people today. Embrace diversity, start your social listening with one ear to the ground and be ready to adapt at the pace of culture.
Go niche or go home
Social presence is paramount. Today’s young consumers are (ironically) turning back the clock by going online.
TikTok searches for #nostalgia are in the billions, whilst smaller nostalgic micro-trends have built valuable online communities.
Get involved in trends. And don’t discount the importance of subcultures. Nostalgia has proven that small, niche communities are driving mass culture these days.
Want to dive deeper into this year’s trends?
Get ready to download some game-changing tips, tools and tactics that’ll have your youth marketing strategy looking straight-up iconic.