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They’re overthinking it. Nostalgia is basically necessary when culture gets sterilized into monoculture. There are too few creative risks and investment in every facet of our lives. (Books, movies, art, video games.)
What’s legitimately fascinating is Gen Z being nostalgic for a time when they weren’t alive. Millennials bought 70’s style, but didn’t romanticize it.
And i don’t blame them at all. The last serious musical movement we had in the U.S. was the indie scene in New York. Movies are all remakes. Unscripted TV has no replay value and cultural cachet. AAA Video games are all established IP.
If AI music and videos go mainstream this year, we’re going to see more and more of this.
Nostalgia will always be a powerful approach to marketing. Consumers feel a strong pull to things that were popular in their youth and I think millennials (a heavily consuming generation) are especially interested in nostalgia (not only for their own generation but for generations older than their own). The hipster/retro nostalgia thing that was popular in the early 2000s is definitely still a strong pull in marketing campaigns
Ask someone who grew up in the 1990s and who graduated in the year 2005 I have to say I also enjoy the nostalgia that’s popping up right now. I find myself going on eBay and buying the toys. I grew up with as a child because I turned into that adult, so then nostalgia aspect does work on me.
Nostalgia has always been a good fallback option. But what matters is whether it's done with any wit or style. Just rehashing stuff is not a great achievement. And it can feel somewhat depressing, to be honest.
I was very happy to see flare jeans and those clog shoes coming back around! Stocking up because I loved that style growing up. I do like seeing specifically fashion again, because I can easily get it, however sometimes it does feel like a rehash and not interesting if it doesn’t directly speak to you.
In some ways it feels like a safety blanket… something familiar and steady when everything else feels unsure and unsteady culturally…