"Nostalgia is everywhere. And while yearning for the past is nothing new, its ubiquity in modern marketing and commerce is fueled by digital platforms that make it easier than ever to revisit the imagery, music, and aesthetics of earlier decades-transforming memory into a shared, searchable experience. As of October 2025, TikTok's #nostalgia hashtag included 16.9 million posts, with almost 100 billion views, while #90s and #Y2K added tens of billions more."
"Two generations in particular, Gen Z and millennials, are driving this nostalgic resurgence. According to consumer insights platform GWI, 15% of Gen Z said they'd rather think about the past than the future, compared with 14% of millennials. Roughly half of both generations reported feeling nostalgic for certain kinds of media. These two younger cohorts also represent the fastest-growing consumer spenders, which makes their nostalgic preferences especially influential for brands seeking cultural relevance and long-term loyalty."
Nostalgia suffuses contemporary marketing as digital platforms let consumers easily revisit imagery, music, and aesthetics from earlier decades, turning memory into a shared, searchable experience. TikTok hashtags like #nostalgia, #90s, and #Y2K have amassed billions of views and millions of posts by October 2025. Brands across beverages, beauty, fitness, and apparel revive retro styles to forge emotional connections, using vintage-inspired products and campaign styling. Gen Z and millennials show notable nostalgic tendencies and represent rapidly growing consumer spending segments, making their preferences commercially influential. When nostalgia is integrated into product design and branding, it can increase awareness and strengthen customer loyalty.
Read at Miami Herald
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