The Nostalgic Trend
/New Year, Old Trends.
As we enter a new era, we become more fascinated by the past and less inspired by the future. If there is anything the last six months have taught us, is that the world changes rapidly, but the past does not. A global pandemic did not kick off the nostalgic mega trend, but the concept of “retro,” as the name suggests, is anything but new. The last 10 years have proven how marketable and influential nostalgia has been on modern trends. Major film studios invest in reboots and sequels of successful franchises, while the fashion industry is known for recycling old ideas and calling it “vintage.”
So, why did Jurassic World make $150 million in 2015? Why do Converse high-tops never seem to go out of style, and why is Friends one of the most watched shows on Netflix? The answer is obvious; large corporations know their demographics, but consumers also know what they want.
Who is Buying into Nostalgia Megatrend?
It is no coincidence that the turn of the decade brought back Tamagotchis and VHS themed notebooks. According to an article on BBC Ideas, millennials are the most nostalgic generation. Generation Y are nostalgic for the late 90s to early 2000s, a simple time, before the age of smartphones and high-speed internet. This era represents a unique time in history. The housing market was in good shape, college was affordable, and the golden age of Saturday morning cartoons was at its peak. But after 9/11, the raging war in Iraq and the financial crisis in 2008, life became more complicated. The boomer mentality of going to school, getting a job, and buying a house was fleeting. As millennials transition into adulthood, it is only natural that this generation reflects on a time when life wasn’t so difficult.
So, Why Go Backwards?
Corporations have profited on happy memories of sad adults and angsty teenagers, that is for sure. But perhaps the real question is, in a world full of innovative technology, why is the consumer looking backwards instead of moving forward? Why does the past inspire us? Maybe it is less about finding inspiration and influence in trends and more about seeking a sense of familiarity. As we try to navigate this new world of masks and social distancing, one thing remains untouched: our memories.
We may not have a time machine to take us back to Saturday mornings in 2003, but streaming services and Eggos come pretty close.
Liz Marion
Liz is a full time student with a background in illustration and concept art. She is currently trying her best.
