In 2022, we published a blog post illustrating the “nostalgia” trend, and its impact on our generation. Two years later, unfortunately, many of the same reasons that had Gen Z seek out nostalgia in the first place, are still relevant, and the trend is only growing stronger. That is why we are re-examining this trend, and what brands should take note of, to successfully engage Gen Z.

The past few years have meant an accumulation of stress for many people: overcoming a pandemic, a cost-of-living crisis, climate anxiety, geopolitical conflicts, and more. In other words, the complexity of our time is destabilizing and many are experiencing crisis fatigue as a consequence.

• 76% of Baby Boomers feel in control of their life, compared to 65% of Gen Z.
• 71% of global Gen Z and Millennials would quit their job tomorrow for one that better supports their wellbeing.
• 60% of gen Z wish they could express how they actually feel, instead of always pretending to be fine.

Gen Z uses nostalgia as a tool to manage their emotional and mental well-being, wanting to escape the complicated present by romanticizing the past as simpler times. That yearning for past simplicity shines through particularly bright in entertainment. Gen Z is streaming “Friends” or “Stranger Things” or listening to 2000s playlists for comfort, because the world simply seemed more peaceful then. That appears to be particularly true for the 90s, a “pre-social media world” that has a strong pull on the generation, despite the fact that most Gen Zers were not even born yet.

Platforms like TikTok also introduce [Gen Z] to songs from previous decades through viral challenges and trends, for example “Smooth Operator” by Sade, “Running up that hill (A deal with God” by Kate Bush or “Creep” by Radiohead.

Make-up brand Colour Pop was among the first to capitalise on this by releasing a “grunge collection for all emo babes.” With a wave of Gen-Z musical artists dabbling in pop-punk and early aughts songs trending on TikTok, the “teenage dirtbag” revival is upon us. The brand said: “We knew that we hit on something. On launch day, we sold through more than half of what we anticipated to sell over a three-month period.”

What does this tell us? Colour Pop successfully embraced a “wave”, a shared collective that many people can relate to, instead of attempting short-lived viral success. Brands that want to follow in Colour Pop’s footsteps, need to understand that the power of nostalgia lies in these shared memories of childhood favourites (be that music, games, films or treats) and invoking a sense of commonality in times of increased polarization across the board.

Similarly, nostalgia represents Gen Z’s desperate search for something that is fun and comforting in response to the pressures of polarization and the aforementioned crisis fatigue: People are looking for something that makes them smile, and with 53% saying they feel happy and 40% saying they feel comforted when they engage with media from the past. In other words, brands should prioritise comfort versus cutting edge and lean into the light-heartedness of familiar products.

A great example of a brand innovating in a familiar way is German sherbert brand Ahoj-Brause, whose sherbert powders were a childhood staple for many (myself included!). This summer they have launched their sandwich ice cream that combines three popular sherbert flavours (woodruff, raspberry and lemon) – a great move considering that 2 out of 5 German consumers are interested in flavours that remind them of their childhood.

In the UK, Italian American restaurant Frankie & Benny’s launched a nostalgic ‘Bring It Back’ Spring Menu with 2003 prices in April 2023. They discounted the prices by 20.03% in an effort to alleviate some of the pressures of the cost-of-living crisis. Likewise, the menu featured all fan favourite dishes from the early 2000 era, making this an all-round nostalgic experience that is exactly what Gen Z is craving!

If you need help developing a nostalgia focused strategy to engage Gen Z, contact Karen Rickers to book a 30-minute presentation to learn more about how The Red Flower Factory can help your brand connect with the youngest consumers.