- 25.09
Gen Z are Obsessed with Nostalgia. Here’s Why.
Author: Brooke Farmer
Nostalgia is something that Gen Z are obsessed with, and it’s hardly surprising. From remakes and reboots, it seems we’re a society obsessed with the past.
Gen Z and their views on Nostalgia
According to GWI, 56% of Gen Z say they feel nostalgic for the 2000s and 37% say they’re nostalgic for the 90s – despite being born sometime between 1996 and 2006.
That sentimental longing they’re all feeling is a nod to simpler times. With Gen Z having felt the disruption of the pandemic, the impact of the rental crisis and the relentless news cycle, its no wonder they’re turning to the past for inspiration.
From our fascination with vinyl records to the resurgence of old school hits (‘Running Up That Hill’ by Kate Bush) to the proliferation of photobooths, we’re seeing nostalgia trickle through all aspects of everyday life.
Tapping into Nostalgia
For brands looking to create meaningful connections with Gen Z, tapping into that nostalgia can be an effective tool, creating memorable moments that leave a lasting impression.
From tangible take-aways like polaroid prints, to merch giveaways with a vintage-flair, leaning in to nostalgia can help create brand affinity and relevance amongst Gen Z.
Adelaide students enjoying their free Nerds.
“2024 is the year of remakes and reboots. From Beetlejuice Beetlejuice to Ghostbusters: Frozen Empire to Mean Girls, it seems we’re a society obsessed with the past. And at the heart of this obsession is Gen Z.”
Case Study: Nostalgia with Nerds
Bringing beloved brand, Nerds, to campuses around the country, our team of energetic Student Brand Ambassadors distributed laptop stickers featuring the iconic Nerds characters, alongside product sampling.
We really saw the impact nostalgia can have with this campaign, with students expressing their excitement at seeing our Street Team representing the Nerds brand at Semester Two O Week. You can find all the fun bits we got up to during the tour here.
Many students commented that they had forgotten about Nerds – a brand they loved growing up.
Through a combination of Street Team Sampling, O Week show bag inclusions and on campus sampling stations, we were able to sample 80,000 products across July – September.