The Rise of Nostalgia in the Digital Age
Millennials and Gen Z have come of age, and they’re not just changing the economy—they’re redefining it. As the largest generational force in the global market, Gen Z alone made up 32% of the world’s population in 2020, while Millennials comprised 23%. With that kind of influence, you’d expect them to be pushing forward with the latest and greatest innovations. Instead, we’re seeing a surprising return to the vintage, the nostalgic, and the analog.
From mindfulness about sustainability to a healthy wariness of digital overstimulation (we see you, doom-scrolling), Millennials and Gen Z crave balance. They appreciate innovation but also yearn for the comforting familiarity of the past. That’s why nostalgia isn’t just a personal preference—it’s shaping design, branding, and marketing in ways businesses need to pay attention to. Whether it’s through retro-inspired logos, vintage typography, or packaging that evokes a bygone era, the impact of nostalgia-driven design is becoming impossible to ignore.
