Nostalgia is a sentimental longing for a past, typically for a past with positive associations. Nostalgia marketing taps into those feelings to create an emotional connection and comfort with its consumers, increasing purchase intentions, brand appeal and customer loyalty.

What’s interesting, however, is that my generation, Gen-Z, are yearning for a past that they have never experienced, a phenomenon known as anemoia. As younger Gen Zers inch closer to adulthood, many see the future as a scary black hole, hence why we are also called “doomers”.

As a result, we turn back to the past, hoping to find security and an escape from our real problems. Companies are more than happy to relive the past with us, capitalising on our obsession with nostalgia into a perfect market strategy.

The Devil Wears Prada 2 is a perfect example. The original film was released in 2006, way before today’s teens were even born, let alone old enough to watch or understand it. However, its revival has broken the internet, leaving many eager for its release in May of this year.

The same goes for fashion. Y2K is dominating many new collections: low-rise bootcut jeans, long-sleeved henley tops, mini-skirts, chunky shoes and baby tees. Most Gen Zers were barely two years old in the early 2000s, yet it takes up a lot of our wardrobe.

Through clothing, Gen-Z can quite literally ‘wear’ nostalgia, allowing us to embody a time that seems more fun and simple where social media did not exist to pressure us to perfection. Gap, Zara and Hollister, to name a few, are capitalising on this revival and releasing old collections or staples with a new twist such as green army jackets and motorcycle boots.

We also seem to need a break from the digital world in favour of analogue devices. I can see how the same cycle applies to things like film cameras, vinyls and 1980s music.

 

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Common denominator? These experiences help to slow down life and feel authentic. When an life ahead of us seems uncertain, we fall to the past for comfort. As long as we feel the need for comfort, nostalgia will never go out of style.