Gen Z and nostalgia—how the generation longs for the ’90s in work and life

It’s no secret that Gen Z is nostalgic. But what makes us so nostalgic, specifically for the 90s and early 2000s? What do we like so much about those eras, and what do they hold that we are missing from our lives now? Twenty to 30 years ago, there were two key pillars of life that are highly enviable to Gen Z today: No technology We’re all frustrated with modern-day technology and social media, which have driven us to a constant state of busyness and diminished attention spans. Twenty to thirty years ago, people didn’t have cell phones, and life seemed better because of it. In-person connection After years of wearing sweatpants on Zoom, younger generations are hungry for in-person connection and structured, authentic experiences. In the 90s and 2000s, people were hanging out after work, asking each other out at the bar and talking to baristas. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here A favorite Substack writer of mine, Emily of “Feed Me,” coined the term “corporate fetish,” which she describes as “when people glamorize the idea of an office—the water cooler conversations, getting dressed (actually dressed, dry-cleaner-pick-up dressed) for an 8-7 job, and spinning around in a desk chair.” Corporate fetish is rooted in nostalgia. When I think of corporate fetish, I think of Andy Sachs in “The Devil Wears Prada” or Jenna Rink in “13 Going on 30.” Growing up, I envied the lives and jobs of those characters, and even now, I admit that there’s a sliver of me who still wants their lives—putting on a cute outfit for the office, answering the phone all day and meeting up with friends at a bar after work. In my head, these films represent how things used to be, and it looks like things used to be much simpler. I have noticed this trend toward cultivating nostalgic, physical, even corporate experiences in the choices of my Gen Z peer group. Let’s dive into some of them. Fashion As employers have increasingly required workers to return to the office in the last year or so, corporate fashion is back. Recently, Uniqlo has been doing well among Gen Z women, demonstrating their successful market fit during this return-to-office period. The brand strikes the right balance between professional and casual clothing, which is the unofficial dress code in most of today’s workplace environments. Luxury goods, including from Hermés and other brands, are also big among Gen Z. With the oldest members of Gen Z entering their late 20s, we’re starting to be able to afford luxury pieces, aided by our participation in the secondhand luxury market. Now that we’re headed back to the office and out for drinks, Gen Z is embracing corporate workwear and luxury goods again, leaning into the professional, composed, formal styles we haven’t worn for so long. When lots of young people are stuck in less-than-perfect jobs or are reluctant to return to the office, fashion can be a way to find control, individuality and joy in a job. With personal style comes a sense of control and power at work—control that is welcomed in an otherwise challenging life period for young people. Media We can also see the desire for a previous time in Gen Z cultural obsessions with film and television right now. “Sex and the City” is a constant topic of conversation among myself and my peers. While Carrie might not have had a traditional corporate job, her friends (particularly Miranda) live the quintessential ambitious, career-woman lifestyle that we also saw reflected in rom-coms during the time. Miranda, Samantha and Charlotte get dressed, go to work and go out for drinks after work. These shows represent a glamorous New York City lifestyle that Gen Z wishes to recreate to make the most of the traditional 9-5 office lifestyle. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here Location My social media feed is skewed toward content about New York City, where I live, and I am seeing young people moving in droves to New York City. I think this trend can be attributed to a variety of reasons, including globalization and career opportunities, but there’s no doubt that the pandemic drove an influx of young people to the city. We became fed up with our childhood homes and suburban environments and craved an exciting, ambitious place. Plus, part of New York’s appeal is its corporate nature. I definitely had an idealized vision of taking the subway, swiping my badge at the office, getting coffee with a coworker, grabbing a Sweetgreen salad and chatting with friends over happy hour. This city has a strong corporate culture. Given the number of young people who live here or want to move here (despite its ridiculous cost of living), it’s clear that much of Gen Z also glamorizes this city’s corporatized, work-hard-play-hard culture. Gen Z was deprived of so much connection during the formative pandemic years, that now many of us are embracing all of the experiences—including the office—that we didn’t have for so long. Additionally, the current frustration among Gen Z with how the world works has led us to want things the way they used to be, evident in our fashion choices, media consumption and location preferences. Ad Age Marketer’s Brief podcast Listen here or subscribe via Apple, Spotify, Amazon Music or Audible Click here

Gen Z and nostalgia—how the generation longs for the ’90s in work and life

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