"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. Brands across industries are reviving the past to create emotional connections with modern consumers. Nonalcoholic beverage maker Ghia paired the fall 2025 release of its Blood Orange Spritz with a vintage soccer jersey reminiscent of Italian leisurewear, while fitness equipment company Bala styled its campaigns in shimmering 1980s-era spandex."
"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."
Digital platforms have amplified nostalgia by making imagery, music, and aesthetics of earlier decades easily accessible and shareable. TikTok tags like #nostalgia, #90s, and #Y2K have amassed tens of billions of views and millions of posts. Brands across beverages, beauty, fitness, apparel, technology, and music revive vintage styles to forge emotional connections, using retro jerseys, 1980s spandex campaigns, and 1990s supermodel-inspired shoots. Gen Z and millennials show strong nostalgic engagement, with meaningful percentages preferring past-oriented thought and roughly half feeling nostalgic about certain media. Nostalgia functions as a design language and marketing strategy to increase awareness, drive sales, and build customer loyalty.
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