Yahoo is making a “modern-vintage” bid for reclaiming internet importance. Gen Z doesn’t use Yahoo like Millennials did, and the brand knows it, but they want to show the younger gen a bridge between the old internet and the new one. The rebranding of its identity is both tapping into nostalgia for “a nice place to stay on the internet” and integrating tech like artificial intelligence for upgraded user experience across emails, search, and even their fantasy sports app. It’s also coming at a moment when reigning competitors—Google, Facebook, X—are implementing updates users aren’t unanimously behind. Plus, it’s using meme marketing across Instagram and TikTok. Whether it can return to being an internet leader isn’t certain, but they do report more than 45% of their users in the U.S. are Gen Z or Millennials. (Business Insider)
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