Using Nostalgia to Connect with Gen Z

It's no secret that nostalgia holds a special place in the hearts of Gen Z. In fact, more than other generations, Gen Z finds comfort and joy in reliving for nostalgia, as they lean more and more towards nostalgia in times of hardship than they do in times of economic growth, according to researchers.

However, it's not a specific time period in the past that Gen Z yearns for, but rather a specific physical element from the past. As digital natives, Gen Z has grown accustomed to consuming content like streaming music and watching movies, in a purely digital format. Whereas, older generations had the connection to those same things through physical formats like CD's and DVD's.

Gen Z is looking to create a physical connection with the things that they love through physical elements. This longing for nostalgia from Gen Z is evident through the resurgence of vinyl records.

Brands that are successfully tapping into this nostalgic trend to cater to the Gen Z audience are Coach and Old Spice. Coach, for example, hosted a drive-in movie themed fashion show to tie in to the physical nostalgic element of traditional movie theaters.

Similar to Coach, Old Spice's creation of a 50s-style barbershop adds a tactile element to men's grooming, of how they would take care of themselves at home.

While Gen Z embraces these nostalgic elements, it's important to note that Gen Z is not looking to relive the past but rather incorporate nostalgic elements into their modern day lives.

So, how can you use nostalgia with your brand to connect with Gen Z? By incorporating physical elements into your brand that gives Gen Z a meaningful and authentic connection. By understanding their tonging for tangible connection to the past, you can create authentic experiences between your brand and Gen Z.

BY JETTA M. HOLIDAY
MARKETING INTERN AT LM