How TikTok and Gen Z are driving the new nostalgia in advertising

Seeking comfort in memory is an innately human trait, and it’s something we’ve been doing for eons. Even Odysseus used memories of home to get through tough times. Our modern trials and tribulations may not be as trying as the Trojan War, but it’s been a rough few years for lots of folks. And in tough times, nostalgia reigns supreme.

“Even though COVID-19 is almost two years behind us, we’re still seeing its effect on physical and mental health,” said Michael Boone, principal at Launch Agency. “We’ve lost loved ones, and upended our usual routines and freedoms. It’s no wonder we’re finding comfort in things from the past that made us feel safe and secure.”

That longing for the past seems to be translating into rather effective marketing creative. Last month, Pepsi unveiled its new logo, looking a whole lot like its old logo for its first rebrand since 2008, with lettering placed back inside the Pepsi globe where it lived for much of the ’80s.

What’s fueling all the nostalgia? We turned to experts from the Amp community for insights on the push toward the past.

Longing for yesteryear

Given the general state of the world—from the economy and geopolitics to climate and public health—it’s no surprise that people are pining for a simpler time.

“These days, everywhere we look, marketing evokes a sense of deja vu, with nostalgic elements of decades past finding a place in the brand worlds of today,” said Sam Zises, CEO at [L]earned Media. “Throughout all historic moments of economic uncertainty in America, we can notice an uptick in nostalgia—in turning toward comforts of the past, imaginary or real, for something stable to hold onto when the current environment feels unsteady.”

Zises pointed not only to the marketing landscape but also to entertainment more generally, with series like Amazon Studios’ “Daisy Jones & The Six” in all its Fleetwood Mac-inspired glory. “Clearly there is a desire to dive into the past in both the brands we consume and the media we digest,” he said. “Perhaps it’s a way to seek mental reprieve in a time of high-stress and information overload, or just simply the old adage, What goes around, comes around.”

As it turns out, there is some science behind that tendency to pine for the past in times of uncertainty. Discontinuities or significant life events are often a catalyst for nostalgic behavior.

“Between the polycrisis and the pandemic, the current state of the world has everything to do with the uptick in nostalgia marketing,” said Brendan Brown, senior VP of strategy at George P. Johnson. “Everything from the products we buy and stories we stream, to the sounds and styles of our time, contain echoes and iterations of the past. The ‘Stranger Things’ franchise is a standout example of ‘deep nostalgia,’ building on the retro mood and aesthetic of the show to create a rich world of nostalgic yearning.”

Hannah Schalles, senior art director at Wondersauce, pointed to prime examples of nostalgia marketing on the rise, such as Rakuten’s “Clueless” Super Bowl teaser.

"It was a highly effective and memorable campaign, with enough modern interpretations to make it feel current,” Schalles said. “Nostalgia sparks a sense of joy that I think has resonated with people across generations. Leading with a sense of humor, reminding people of simpler times, and making them feel at ease provide a dopamine hit that everyone is looking for in their day-to-day lives.”

​With the heaviness of today’s news cycle, audiences are craving more humor, more lightheartedness and, ultimately, more comfort, according to Eileen Zhao, strategy director at Fred & Farid Los Angeles.

“When we’re surrounded by political unrest, financial uncertainty and rising global tensions, the past can definitely feel brighter and also safer than what we’re experiencing today. For people, especially Gen Zers, the future may seem bleak. But pulling from the past might just be the optimism and hope that’s needed to get through the day,”

Zhao referenced brands like MLB, Disney+ and newcomer Vacation Inc.—a brand anchored in '80s beach culture—as well as Silk’s Nextmilk campaign as shining examples.

‘Nowstalgia’: The new retro

The general climate of uncertainty not only has left people pining for the past, but also longing for a sense of connectedness, having spent much of the past few years isolated from one another.

“Arguably, when you play on nostalgia, you’re bringing people back to a simpler time, and the familiar comfort that comes with a shared experience with your peers,” said Jones Krahl, Deloitte Digital’s co-head of creative brand and advertising, along with Milton Correa. "While playing into nostalgia isn’t new, putting your own spin on nostalgia has become increasingly popular," Correa added.

“It's about striking the balance of creating a campaign that people want to be a part of that brings them back to their younger years, but with a fresh twist,” said Correa. “The secret to successful nostalgic campaigns is to pay respect and homage while being mindful of appropriation.”

Correa referenced the agency’s work last year with British pop star Rick Astley for CSAA Insurance Group, bringing the singer back for the 35th anniversary of “Never Gonna Give You Up”—while simultaneously paying homage to the Rickrolling meme from the early aughts—in a campaign complete with a bit.ly link in the sky and mysterious QR codes on billboards across 17 markets.

Indeed, the way nostalgia is figuring into advertising today involves equal parts old and new, creating a new take on nostalgia marketing brought on by our highly social world.

“Ubiquitous social sharing and an ability for any consumer to tap into any classic trend has created something more pliable than what's traditionally been referred to as retro,” said Chris Reinhard, senior VP and group creative director at Motive. “Consumers now have the freedom to align themselves with an infinite number of ideals, visual cues or historical references that suit their personalities and values.”

According to Fabio Brigido, creative director and head of art at MullenLowe, there is a difference between simply digging into nostalgia and creating something new from it.

“Trying to simply repeat the past or blindly return to it is very different from revisiting aspects of a brand’s roots in search of authenticity,” he said. “The rebrand for Burger King by JKR does it so well; yes, it does revisit the past, but with an eye on the present and future through flat colors, simplicity and expressive typography.”

The new nostalgia also is interesting in not just how it builds on the past but also those consumers it appeals to, with an audience in the generations who experienced the original material as well as new generations.

“This younger cohort is engaging with nostalgic content, but using platforms like TikTok to re-create and share older trends among peers,” said Maxim Kabakov, VP and group partner for strategy at UM Worldwide. “Given that the internet has democratized access to nostalgia, and the speed at which culture spreads on TikTok, we’re seeing the nostalgia cycle becoming shorter, with some Gen Zers currently expressing ‘lockdown nostalgia’ for the early 2020s. In the future, expect to see even more of a collapse between nostalgia and the present. Something that happened only a few months ago could be ripe for ‘nowstalgia.’”

The effectiveness of nostalgia marketing

Periods of dominant trends leaning toward the new and modern eventually give way to a return to the traditional and familiar.

“In general, we get cyclical waves of throwback marketing on roughly a 20-year cycle, so we’ll start to see an uptick in nostalgic and more ornate logos and designs in the near future,” said Kevin Lau, Mocean’s executive creative director. “Nostalgia becomes the way to introduce new markets to products while also pushing the memory button on the older generation, now old enough to reminisce about perhaps a simpler time.”

Lau pointed to brands like Burger King, KFC, Pepsi and Burberry, all of whom pared down their branding in the 2000s but are now returning to a more heritage-style look today.

To Emma Sullivan, VP of story at Day One Agency, the ubiquity of nostalgia in marketing today is right on time.

“Social media can create a sense of self-doubt and thus a looming loss of identity, prompting people to seek comfort in the past,” Sullivan said. “I’ll often pop onto TikTok looking for a good laugh, and sometimes I leave questioning everything from the items in my wardrobe and my texting etiquette to the way I’ve always folded a fitted sheet. In a sense, nostalgia serves as a remedy for those moments when we feel detached from our self-identity and understanding of the world around us.”

Brands have never felt more pressure to dial up their authenticity and appeal to a generation that puts its purchasing power behind the brands that live their values. Digging into the past is a quick route to achieving that sense of connection, said Kyle Luke, group director of strategy and insights at VMLY&R.

“Brands have realized that nostalgia marketing no longer makes you look old. It makes you look familiar,” he said. “In an attention-scarce world, nostalgia is a shortcut to being familiar in the minds of younger audiences.”

The reason why so many brands recently are finding inspiration in the past is, at least partly, extremely simple: It works.

“Nostalgia marketing is powerful and effective, especially for millennials and Gen Z,” said Jorge Prado, co-founder of Admazing Co.

Prado believes the return of all things nostalgic today has roots in the world of gaming. “Gaming has always had a component of memorabilia as well bringing generations together with proven old mechanics, and I see it spark similar sentiments on a nostalgia campaign.”

John Higgins, CEO at OS Studios, echoed a similar sentiment.

“Video gaming culture, especially since the start of the pandemic, has really led the charge on nostalgia,” he said. “We had an entire generation of people, those who left gaming when they were young, now use their newfound free time during lockdown to get back to it, thus triggering nostalgia. It's hardly surprising that brands have caught on to this wave.”

Origins aside, nostalgia marketing works by getting to the heart of what every marketer aims to accomplish: to spark an emotional connection.

“As someone who secured a set of vintage ‘Bewitched’ publicity photos at his first ad agency job and has proudly displayed them in every cubicle or office since, I can appreciate the latest surge of nostalgia as an effective marketing tool,” said Launch Agency’s Boone. He pointed to Michelob Ultra’s “Caddyshack” inspiration, John Travolta singing “Summer Nights” to promote T-Mobile home internet, and the resurgence of ’90s and Y2K fashion and culture.

“With a majority of consumers saying they enjoy things that remind them of their past, brands are winning by connecting consumers with the past to lead to an emotional purchase,” Boone said.