2000s nostalgia is having a moment as young consumers turn to older times for comfort during the pandemic. As the pandemic continues to force young consumers to “stand still,” they are turning to content from the early 2010s for the “feelings associated with them.” For some, going back to the music, movies, and even the Tumblr aesthetic of those times is comforting during uncertain times. And because we now live in a TikTok world, it’s even reached the app as users participate in the Bop or Not challenge where users rate “early 2010s indie pop coming-of-age songs” from bands like Matt & Kim, Phoenix, and M83. (Vox)
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