![]() “Your content should hook them with what they know, and give them a reason to believe by showcasing what they want to be.”Ĭheck out our reports for more unique data and insights about Gen Z. Market to Gen Z using a mixture of comfort and inspiration,” Lowe said. So how can brands navigate Gen Zs nostalgia?Īntonia Lowe, strategist at Tailify, said the key was embracing the tension. “Diving headfirst into the depths of an alternate world can be an exciting way to not only escape one's own but to source valuable inspiration.” “Who could blame them?” Wattpad’s head of global brand partnerships Chris Stefanyk said. Social storytelling platform Wattpad found escapism was so prevalent amongst Gen Zs that nine in ten they surveyed admitted they were searching for content that provided a sense of escapism, such as Instagram accounts like and iconic tv shows like Gossip Girl (despite many Gen Zs having been in diapers when the show aired its first episode in 2007). Oh, and the fact that the planet is heading towards a climate catastrophe. Gone were the days we were bound to our homes. Then there’s a dire-looking workforce they’re entering that’s disturbingly reminiscent of the one millennials graduated into off the back of the 2008 financial crisis. Gone were the 1990s where we sampled from the fashions of past decades. Not only have they suffered through the same lockdowns and restrictions as the rest of us, but the pandemic has upended their schooling - forcing them to study from home for the first time in a century - and made them miss many milestones they’ve been looking forward to for much of their Gen Z lives.įormals, sporting carnivals, year 12 graduations, retreats, schoolies, first university classes, gap years… all as cancelled as skinny jeans. Butterfly clips? Cringe.Įxperts say it stems from a need to escape from reality - and Gen Z's current reality is not exactly what dreams are made of.įirstly, Gen Zs have been hit disproportionately hard by the pandemic. ![]() ![]() I mean, we can concede that Britney Spears is iconic. ![]() And millennials are, quite frankly, confused. The verdict is in: Gen Zs can’t get enough of 90s and 2000s nostalgia. ![]()
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