Gen Z Leans Hard into Nostalgia to Drive Choices and Fandom

The influence of nostalgia is a powerful force, particularly among the younger generation of Gen Z, as revealed in a recent study conducted across three generations in the U.S., U.K., and Australia. Titled “Then is Now: A Study on Modern Nostalgia,” the research surveyed 1,800 individuals from different age groups – Gen X, Millennials, and Gen Z. The study was commissioned by Vevo, a popular music video streaming service owned by Sony Music and Universal Music Group.

Vevo has been actively promoting its streaming service, emphasizing the growth driven by nostalgic content from the 1980s, ’90s, and 2000s. The platform experiences spikes in views when popular shows like Netflix’s “Stranger Things” or FX’s “Love Story: John F. Kennedy and Carolyn Bessette” feature iconic music. For example, views of Sade’s “No Ordinary Love” surged by 52% after the premiere of “Love Story” in February.

The study highlights the trend of Gen Z embracing “borrowed” nostalgia, longing for the cultural moments of eras they never experienced firsthand. This trend is accelerated by the digital native upbringing of Gen Z and younger Millennials, who have easy access to timeless content. The report states that these consumers seek collective experiences that predate the instant gratification culture of on-demand content.

Rob Christensen, Vevo’s executive VP of global sales, emphasizes the enduring appeal of nostalgic content and music. He notes how current content serves as a gateway for discovering or rediscovering nostalgic material, creating a symbiotic relationship between new and old content.

Vevo and its label partners are strategically preparing for significant moments of nostalgia triggered by movies, TV shows, anniversaries, and live events. The focus is on leveraging nostalgia to enhance cross-screen viewership and engagement, showcasing the impact of marrying music with pop culture.

Key insights from the study include notable spikes in views for Beatles and Harry Styles’ content following their appearances in popular media. Gen Z respondents express a strong affinity for nostalgia, with 64% acknowledging its influence on their content choices and 88% believing it deepens emotional experiences. Additionally, the study reveals the enduring impact of nostalgic marketing campaigns, such as Kelis’ “Milkshake” experiencing a 66% increase in views after being featured in a Gap advertisement.

Overall, the study underscores the timeless appeal of nostalgia across generations, with Gen Z leading the charge in embracing and redefining the concept for the digital age. Vevo’s strategic focus on nostalgia-driven content highlights the enduring power of shared cultural experiences and the emotional connections they evoke.