Now Trending: Millennial Nostalgia
I am unapologetically a Disney adult. It is what it is and my algorithm knows it. Lately, my timeline and FYP have been filled with round-ups of old Disney clips and I was curious to find out if it was just me or if this was a wider trend.
Here’s what I discovered:
#vintagedisney 325k posts on Instagram
#olddisney 65.9k posts on Instagram
The appetite for 90s and early 2000s nostalgia is clear and it extends beyond old Disney edits. TikTok user @aver.deedle’s video rejecting the modern ‘sad beige’ Christmas in favour of retro rainbow lights, colourful wrapping paper, and all the tinsel that characterized 90s and 2000s decor trends garnered over 1.8M views. Creators everywhere followed suit with cozy round-ups of grainy holiday film photography from the 90s and 2000s mimicking a similar trend we saw around Halloween last year featuring idyllic fall suburban streetscapes.
#2000s on TikTok 1.9M posts
#90s on TikTok 5M posts
@nostalgia.aesthetic on TikTok 278k followers + 6.9M likes
@nostalgicholidaze on TikTok 123k followers + 5.6M likes
Who’s driving this trend?
These trends seem to be beloved by millennials and Gen Z alike. While millennials are looking back on memories of a simpler childhood, Gen Z is drawing fashion inspiration and discovering TV shows like Gilmore Girls and One Tree Hill for the first time.
Ultimately, what both generations seem to be drawn to is a sense of comfort. These nostalgic round-ups really scratch your brain, slow down time, and give you the warm and fuzzies. It’s a welcome respite from the chaotic, fast-paced world we live in today.
Leveraging Nostalgia
Sometimes when we talk to clients and founders about trends like this, they look at us like we have three heads. Why does this matter and how is it going to sell my product? Well, these trends matter because they give us incredible insight into how people are feeling, what they are seeking, and what motivates them. They’re important clues about the overall zeitgeist and if you don’t understand the overall zeitgeist your content will almost certainly flop. So, how can modern brands leverage this trend to connect with an audience that is seeking the comfort and nostalgia of a simpler time? Let’s discuss …
Retro Valentine’s Day Campaigns
We saw it on Halloween. We saw it on Christmas. We wouldn’t be surprised if people were ready to embrace a nostalgic walk down memory lane this Valentine’s Day too. Think drug store cards you used to exchange with your classmates, dollar store decorations and pink cupcakes from Loblaws. IRL activations and PR packages that mimic this in-class experience or graphic design that calls back to retro Valentine’s Day cards are likely to resonate.
Prioritize Comfort
@elitedaily
There’s a reason why 12-year-olds want to watch Rory Gilmore use a pager and receive her college acceptance letters in the mail. There’s alot going on in the world today. Many are seeking a slower pace, a simpler life, and the comfort of a small town where everyone looks out for one another. How can you create that feeling for them with your content and your product?
Get Personal
Gen Z is fascinated with the 90s and early 2000s if your team has first hand knowledge of these eras, it’s a great time to share. Staff interviews about your favourite 2000s shows, a look back on the outfits you wore or the music you listened to can help build a bridge between a historically millennial brand and a new Gen Z audience.
