Most of us have undoubtedly had some form of nostalgia at some point in our lives. A nostalgic walk down memory lane to happier, more carefree days, a sentiment that is triggered in us when we watch a movie, look at a picture, or listen to a song from our childhood.  People are seeking solace and escape in simpler times after the past few difficult years. Whether it was before or after COVID, individuals are experiencing nostalgia like never before.  The 80s fighter pilot and endearing outlaw Maverick has made a reappearance on television.

 Y2K(Retro look~ that speaks the britney Era) fashion is expected to continue until 2023, and Kate Bush's 1985 hit song "Running Up That Hill" reached the top of the UK charts in 2022 because of Stranger Things.  What then is the current source of nostalgia? And how can companies use its strength into their marketing plans? The Fashion Industry is also experiencing the wave of sudden changes wherein with 41% asking stores to provide more inclusive sizes and 38% wanting to see a wide range of body types in advertising, Gen Z is calling on corporations to abandon these outdated beliefs as well ~ everyone is looking out for the roots of influence which dated back in 19th century! 
In addition, compared to prior generations, this generation is more prone to worry, with social media playing a further role. Leaning into the better and healthier parts of the 90s is vital for companies who are bringing the era back, even if not everything from that era was nice or comforting. 

Revival Of Retro Era : Stands Against the test of Time

Purchasing used furniture or antique apparel lets you witness the high caliber and skillful craftsmanship that go into making something that will last for many years. Developing your sense for great deals may take some time, but it's crucial to make sure you spend your money on high-quality used items. Generation Z is astute. In reality, they are aware of the characteristics of classic design and are able to distinguish poor quality replicas from fakes. They want to know if the luxury handbags or famous chair design they have their eye on will last throughout time.

Nostalgia on Screens: 

Not only do past events and relationships evoke sentimentality in us, but media plays a major role in evoking nostalgia across all age groups. According to 46% of consumers, media such as music, TV shows, and movies may all make us feel a certain way. Neither gender nor geography nor generation are relevant to this. Across all of these demographic breakdowns, the top three media genres that evoke nostalgia are movies, TV shows, and music. Over the past several years, nostalgia has taken on various forms in the media. Mulan, Beauty and the Beast, Lady and the Tramp, and other Disney movies from decades past have all been recreated in realistic animation or live action, and many more are in development. It offers viewers a chance to reminisce on memories from their youth with a more open and modern perspective.  Years after the first film was released in cinemas, sequels have also been made available. 36 years after the original 1980s film's premiere, Top Gun: Maverick was a box office blockbuster, taking in $1.488 billion. Avatar 2, directed by James Cameron, debuted in 2022, more than a decade after the first film. Additional sequels are planned, and the film has already surpassed Titanic to become the third most earning film of all time.Some television programs and motion pictures are just set in the last ten years. Stranger Things, for instance, is set in the 1980s and garnered 7.2 billion minutes of streaming in the US between May 30 and June 5 of last year.  The publication of the final two episodes of season four even caused a temporary outage on Netflix. The reason the series has been so popular with Gen Z despite taking place in the 1980s is probably because it depicts an era before the internet, which is somewhat of a novelty to this younger age. 

Foward Looking Drive For Simplicity:  While the future can feel very bleak for the under 25s, the desire for nostalgia and simpler times is still felt by Gen Z. This generation is no longer craving fast, new experiences, but instead are slowing down to enjoy the world. Second-hand and used items help to feed the feeling of a simpler time; making young people feel more at ease with the rampant pace of modern times.
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The vintage and secondhand sectors have been growing over the past few years. Given that most consumers are concerned about the human and environmental costs of global manufacturing lines, it seems sense that Gen Z is pining for a return to vintage and used goods. Having said that, it's crucial to remember that, even while nostalgia may be a useful tool, it must be applied correctly to be successful!