Image source; https://www.farmanddairy.com/news/roundup-of-gardening-news-for-feb-23-2023/757185.html
In the same manner, the concept of slow living, conscious living is now catching up with Gen Z more than ever. Post Pandemic, the world has woken up to flexibility in all aspects of life both personal and professional be it working from the comforts of your home or leaving city for a slow and fulfilling life, while working remotely. This is helping them reconnect with nature, appreciate the simple things, the joy of creating and living in the moment, and that’s their way of getting a taste of the secondhand nostalgia they feel of the gold era gone by.
The secondhand nostalgia, is further built strong with trends around Nostalgia and Nostalgia inducing factors on various social media platforms where users have been documenting the previous times in the form of pictures, audio, videos, food items and recipes, clothing, recreational and entertainment tools (read Walkman, hand held video games, ludo, memo books, polaroid, old world colas and sandwich ice creams).
Image courtesy Twitter https://themoviejunkie.medium.com/ top-6- nostalgic-indian-brands-the-80s-and-90s-5678d7686612
The comfort and predictability of old times builds the nostalgic emotion further strongly as it acts as an antidote to the uncertainty and insecurity of face paced current times and brands are building their products and services on this emotion, considering the growing demand and consumption of the said nostalgia.
A classic example of this is Fujifilm Instax cameras. In the period when camera and camera rolls are long forgotten and are obsolete, they launched Instax – instant polaroid cameras which struck a chord with the older and younger generation alike. For older folks, it was more like reliving the old times, the charm of holding photo prints in one’s hand and keeping them close in their wallets or books whereas for Gen Z it became the cool thing.
Image Source- Pinterest
I accidentally came across this 90s kit on Amazon which brings together all the cool things we used to do as kids and young teenagers in the 90s e.g. comic books, magic pops, hand held video games, phantom cigarette candies. And these are really a success when it comes to restaurants focusing on experiential offering, themed parties, PR hampers etc.
Image source- Amazon
Trends and fads come and go, but this romance with Nostalgia is here to stay as long as the current times remain fast, stressful and demanding.