How neo nostalgia stole our hearts
The Y2K effect
Tags
Y2K, Nostalgia marketing, Gen Z, Brand strategy
Date
November 15, 2024
Author
Sophie J. Barnes
For the unacquainted, neo nostalgia is the relatively newfound cultural obsession with anything old school that evokes those feel-good nostalgia vibes.
For [A target='_blank' link='https://dd.agency/insights/keeping-up-with-gen-z']Gen Z[/A] and younger Millennials, this has manifested as a love for ‘90s and early ‘00s aesthetics—otherwise known as Y2K.
But it’s not just inflatable neon sofas, chunky home telephones and Tamagotchis that’ve got us in a chokehold—Gen Z is breathing new life into turn-of-the-century classics, and its pervasive power is influencing almost every industry.
source: [A target='_blank' link='https://models.com/work/heaven-by-marc-jacobs-heaven-collectors']Models[/A]
Once you notice neo nostalgia, you can’t unsee it. From Pepsi reinstating its classic ‘70s logo to Twinkies selling for US$5.6 billion, neo nostalgia is everywhere. But there’s something a little different about Gen Z's take on the phenomenon. Namely, they expect more—more accountability, more inclusivity and more self-awareness from the retro brands they endorse. The days of magazine headlines not-so-subtly fat shaming celebs, fashion labels heralding ‘heroin chic’ as the closest thing to perfection, and the general blasé attitude of ‘90s misogyny are gone—for the most part, anyway. And in its place stands Gen Z’s remixed version of ‘90s culture in the form of ‘neo nostalgia’: an eclectic mishmash of comparatively progressive values alongside a bright wistfulness for the heydays of a bygone era.
The power of nostalgia
In part, the trend is an offshoot of the pandemic. As we bunkered down in our homes and sought comfort in the familiar, the far-flung memory of bedazzled ‘90s pop culture looked pretty good. Plus, it’s a great social connector, and, in a wildly polarised online world, there’s nothing like the memory of MTV’s weekend lineups to create a sense of unity. Given that Gen Z is reportedly the most mentally ill generation alive (Axios), with 73% of Gen Zers affected by loneliness (Forbes), the need for social connection is very real. Neo nostalgia is a comfort blanket for an anxiety-riddled generation and a means of escapism through which we reminisce about a time—perhaps before we were even born—that we imagine to have been simpler, better or easier than the present.
And brands are well and truly tapping in. One of the most iconic examples in recent history is Mattel’s Barbie. A doll that represents everything Gen Z disagrees with, Barbie’s ability to single-handedly monopolise 2023 pop culture is perhaps the best example of the incomparable marketing power of neo nostalgia. Greta Gerwig really had her work cut out: sell the story of a doll that debuted in the late ‘50s—featuring a waist so thin she’d only have room for half a liver—to an audience of Gen Z girls and women. And yet, half the work was already done for her: Barbie’s audience had grown up playing with the doll, and our collective nostalgia simply outweighed her outdated and otherwise controversial origin story. Plus, Gerwig wasn’t afraid to confront the elephant in the room. The script was thick with witticisms and a self-aware, introspective sort of existential dread that broke the third wall and spoke directly to a generation that deeply values a cut-the-crap kind of authenticity.
source: [A target='_blank' link='https://m.media-amazon.com/images/I/71jAjd1XfHL.jpg']Amazon[/A]
Toys & gaming
Other toy brands Gen Z grew up with are riding the nostalgia wave, too. Tamagotchi—the handheld digital pet that stole the heart of every ‘90s girl—has opened its very first store this year in response to global sales more than doubling between 2022 and 2023 (BBC). Last year, Hasbro relaunched Furby in celebration of the robotic toy’s 25th anniversary, and Mattel brought Barney back to life just this month with the premiere of ‘Barney’s World’ on MAX and Cartoon Network. In August, Barbie announced the release of a nostalgia-inducing flipphone, dressed entirely in pink and promising to end Gen Z’s doom-scroll addiction with a model that mimics the functionality and features of the much simpler Y2K models.
The gaming industry is a hotbed for neo nostalgia, too. We saw this play out during the pandemic when old-school games offered a much-needed hit of nostalgic relief. Online gaming experienced an 851% increase in searches, with popular ‘90s and early ‘00s titles like Worms of Armageddon and Age of Empires getting the most love (G2A). Last month, PlayStation announced they’d celebrate their 30th anniversary with the release of a limited-edition, retro-inspired PS5 console as a sort of homage to their original 1994 release. Naturally, the company is riding exclusivity marketing by offering a ‘highly limited supply’ of the coveted console for nostalgia-frenzied fans to fawn over. And the consoles that Gen Z grew up with—like the original Nintendo DS—have made a comeback, too. Even global celebs are getting in on the action: Sabrina Carpenter and Central Cee whipped out a white Nintendo DS at the Louis Vuitton Men’s show last summer.
source: [A target='_blank' link='https://shop.hasbro.com/en-us/furby']Hasbro[/A]
Nostalgia in action
And then there are the brands that have popped up in recent years with clever marketing campaigns built entirely on the back of neo nostalgia. Take Vacation, for example. It’s an American sunscreen brand launched in 2021 that looks straight out of an ‘80s catalogue. Every aspect of its branding is meticulously era-accurate—from fonts you’d expect to see sprawled across a Dirty Dancing VHS to models you might mistake for Brooke Shields. When entering the website, you’ll be greeted with a cut-out, coupon-style graphic inviting you to enjoy 10% off your first purchase, followed by a site filled with product descriptions that pull at the heart strings and promise to evoke ‘summer memories.’
Meanwhile, established brands are dipping into their archives and newer brands are teaming up with beloved old-school brands to get in on the nostalgia action. For example, Swatch recently released their BREAK FREE collection inspired by the 1984 Swatch World Breakdance Championship and featuring original campaign designs by Keith Haring. The campaign copy reads, ‘Get ready to break free and express yourself!’ alongside product names including FROM THE ARCHIVE and BREAK LOOSE. Beauty brand Glossier collaborated with nostalgia-favourite Swiss Miss (an American cocoa-powder brand) to launch Swiss Miss Balm Dotcom—a lip balm with a ‘90s-style chestnut-brown tint and matching cocoa-vanilla scent. According to the brand, the collaboration was inspired by ‘one of our favourite nostalgic treats—a cup of hot cocoa aprés winter activities.’
source: [A target='_blank' link='https://www.indexurban.com/cdn/shop/files/737b9e54fcc607029d6daf8553a1a74ce822d4d5-2253x1504_1024x1024.webp?v=1715824904']Index Urban[/A]
Y2K fashion
Over on the fashion front, Gen Z’s near obsession with Y2K aesthetics has meant the return of brands that dominated the late ‘90s and early 2000s scene. In 2022, Paul Frank collaborated with MadeMe on a collection that had all the baby tees, mini skirts and mohair sweaters to make Y2K stans swoon. And, of course, Julius the Monkey was stitched onto every piece. Juicy Couture’s velour tracksuits rose from the dead in 2020 when the brand officially relaunched their website with styles inspired by the originals. Von Dutch stepped back onto the scene in 2020, but this time reimagined as a luxury brand carrying a limited-edition denim collection. Ed Hardy’s tattoo-heavy brand was revived in 2021 with an entire collection dedicated to Y2K and copy that reads: ‘Y2K fashion is having a moment, and who better to trust with your 2000’s look than one of the most iconic brands of the time.’ Who better, indeed.
And, naturally, the Y2K obsession has had a trickle down effect, now influencing almost every fashion label on the planet. Some have even created entire sub-brands dedicated to the aesthetic. Take Heaven by Marc Jacobs, for example. Introduced in 2022, Heaven is a grungy, angst-fueled fashion line that reflects Gen Z’s yearning for any and all things ‘90s. Collaborations include American Beauty star Mena Suvari recreating the film’s most iconic moment—floating above a sea of rose petals but this time modelling a leotard stamped with Heaven’s double-headed bear logo. Alicia Silverstone makes an appearance dressed head-to-toe in Heaven drip designed to mimic the styles from ‘90s-cult-classic film Clueless. And Gen Z icon Grimes models a collection of Y2K fashion in a style so artistically edgy and unbothered it gives teenage angst a run for its money. A browse of Heaven’s collection shows just how strong Gen Z's enamoration for the era is: Free Kitten’s 1995 Nice Ass CD sits alongside a copy of Richard Prince’s Spiritual America (selling for US$400) and a Paul McCarthy exhibition pamphlet dated 1995 is listed at US$120 (and they’re all sold out, might I add).
source: [A target='_blank' link='https://nl.juicycouture.eu/en-nl/']Juicy Couture[/A]
Conclusion
Neo nostalgia isn’t going anywhere any time soon. In fact, it looks like the obsession is only growing stronger. Brands looking to lean into the trend should consider taking a note from Swatch’s playbook: digging into the archives to find old-school marketing material that can be repurposed in a way that ultimately builds a stronger relationship with customers by evoking feelings of familiarity and sentimentality. Newer brands can consider strategic collaborations—either with ‘90s cult-level celebs or beloved old-school brands. The key here is to seek collaborations that feel authentic and which will ultimately resonate with your target audience while aligning with your broader brand identity.
Embracing neo nostalgia is more than just a nod to the past—it’s about reimagining Y2K culture in ways that align with [A target='_blank' link='https://dd.agency/insights/keeping-up-with-gen-z']Gen Z’s values[/A]. To truly connect with this audience, brands need to balance their retro inspiration with messages that reflect this generation’s focus on inclusivity, mental wellness, and social responsibility. Think beyond visual aesthetics and consider how the brand story, messaging, and product design can evoke the same nostalgia-inducing familiarity while celebrating a more progressive outlook. This is neo nostalgia done right: not just a repeat of the past, but an adaptation that resonates in today’s world, with all its complexities and cravings for genuine, connective interactions.
