05 Apr

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Research reveals the power of nostalgia among Gen Z: From coping mechanism to economic booster

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Phumi Ramalepe
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Gen Zs are nostalgic for the past and brands can benefit from this.
Gen Zs are nostalgic for the past and brands can benefit from this.
MirageC/ Getty Images

Fashion and entertainment trends from the 90s and early 2000s are making a huge comeback, thanks to Gen Z and Millennials, not just for the fun of it but to cope with stress through nostalgia. Research has found that nostalgia can influence purchasing while also strengthening economies.  

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