In an era defined by rapid technological advancements and ever-evolving cultural shifts, it’s both surprising and notable that we are witnessing the undeniable revival of Gen X and Boomer culture by Gen Z.
Gen Z has always been at the forefront. They have grown up in a world where they have instant access to new technology and have adapted it to their needs, adopted it into their repertoire, and advanced, ready for the next paradigm shifting tech to hit the market. We have reached a time, however, where they are looking backward to look forward. They have found a way to blend nostalgia with innovation. They are moving forward with trends that represent a cultural fusion where the essence of old school is infused with the modern ideals of interconnectedness, authenticity and sustainability.
Let’s take a quick look at four examples:
- Music: They are listening to 70s/80s/90s music spurred on by Tik Tok and movies like Guardians of the Galaxy. This convergence of past and present has transformed these tracks into modern anthems, bridging generational gaps through shared musical enjoyment. (I have often found my teens and their friends listening to Earth Wind and Fire, Queen, The Jackson 5, and Blue Suede and as I hum along, they look at me amazed “You know this song??”)
- Thrifting: They are thrifting, shopping at second-hand stores and vintage boutiques. Thrifting offers an inexpensive way to embrace individuality and creativity, allowing Gen Z to curate their own unique style from a vast array of pre-loved garments. Vintage clothing holds a certain charm and history that resonates with the narrative-driven nature of Gen Z. Each piece tells a story, giving wearers a chance to connect with the past while creating their own personal narrative. Additionally, the appeal of thrifting lies not only in its affordability but also in its sustainability. The fashion industry’s impact on the environment has prompted this generation to seek alternatives that align with their values.
- Notably, platforms like Depop, Threadup and Poshmark have transformed thrifting into a virtual experience, enabling Gen Z to not only shop sustainably but also connect with others who share similar tastes. The online thrift community fosters a sense of camaraderie as members exchange fashion tips, showcase their latest finds, and celebrate the beauty of repurposed fashion.
- Film Photography: They are taking photos with film cameras. In an era dominated by high-resolution smartphone cameras and instant filters, Gen Z is embracing the art of film photography. The tangible, imperfect, and often unpredictable nature of film appeals to their desire for authenticity. Vintage cameras, such as Polaroids and film SLRs, have gained popularity as Gen Z seeks to capture moments with a touch of nostalgia. (As a Gen X amateur photographer since high school who reveled in the possibility and ease of digital photography, I was shocked when my son began snapping low quality Polaroids left and right)
- Retro Gaming: Classic video games from the 80s and 90s have enjoyed a renaissance among Gen Z. Titles like Super Mario, The Legend of Zelda, and Pokémon have been revitalized through re-releases, remasters, and emulators. The simplicity and nostalgia of these games offer a contrast to the complex and hyper-realistic games of today.
So, what can marketers do with this information? Well, here are three suggestions:
- Nostalgic Branding and Content: Incorporate nostalgic elements into branding and content can create a strong emotional connection with Gen Z. Brands can use retro aesthetics, references, and even remixes of classic songs in their marketing campaigns. By tapping into Gen Z’s affinity for nostalgia, brands can evoke positive emotions and a sense of familiarity, leading to increased engagement and loyalty.
- Personalization and Individuality: Nostalgia often goes hand-in-hand with the desire for individuality. Brands can leverage this by offering customizable products or experiences that tie into a retro aesthetic with a modern feel. For example, allowing customers to design their own retro-inspired merchandise can cater to Gen Z’s quest for uniqueness while embracing elements from the past.
- Storytelling and Authenticity: Gen Z’s interest in the stories behind vintage items, music, and fashion can be leveraged through authentic storytelling. Brands can share the history of their products, the inspirations behind their designs, or the journey of a particular song. By providing context and narratives, brands can forge deeper connections with Gen Z consumers.
Marketers must pay attention: The convergence of these trends exemplifies Gen Z’s unique ability to appreciate the past while navigating the present. This provides a glimpse into a future where time-honored traditions intertwine seamlessly with contemporary values.