Nostalgia sells: Inside the brands using throwbacks to win Gen Z and Millennial shoppers

"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."

"From beverages and beauty to fitness and gaming, nostalgia has become a design language and marketing strategy. To understand how it drives customer connection and sales, Shopify spoke with brands in apparel, technology, and music about the ways they're tapping this emotional connection in their product design, branding, and campaigns. When done right, it can be a powerful way to increase brand awareness with new customers while also building loyalty among longtime fans."

Nostalgia permeates modern commerce as digital platforms make past imagery, music, and aesthetics easily accessible and collectively searchable. Social platforms and hashtags like TikTok's #nostalgia, #90s, and #Y2K generate billions of views and amplify retro cultural touchstones. Brands are reviving vintage styles across categories—from beverages and beauty to fitness and gaming—to forge emotional connections and increase awareness. Gen Z and millennials drive the trend, reporting high levels of media nostalgia while becoming the fastest-growing consumer spenders. When integrated into product design, branding, and campaigns, nostalgic aesthetics can attract new customers and deepen loyalty among existing fans.

Read at Fort Worth Star-Telegram