What ‘90s Nostalgia Means For Your Brand

Child of the 90sAlthough the ‘90s weren’t that long ago, Millennials are nostalgic for the past. They wish for the simpler times when life wasn’t so stressful and the biggest decision was which Beanie Baby to buy. Now, they face high unemployment rates and uncertainty about their future. Understandably, they seek familiarity and reminders of a childlike state to provide them with comfort amidst confusion. What started off as retro revival as an escape from reality has quickly become a full-blown phenomenon. Millennials have a soft spot for their childhood and as a result, the return of ‘90s culture is being seen across all industries.

Everyday, it seems like there’s “breaking news” of the ‘90s popping up again. Lately, much of the buzz has been about “Girl Meets World,” the sequel to the hit show “Boy Meets World”, which will feature many of the original stars. And of course there’s the highly anticipated Package Tour featuring New Kids On The Block, 98 Degrees, and Boyz II Men. But that’s certainly not all. No Doubt recently reunited, and Destiny’s Child performed together at the Super Bowl. Matchbox 20 is back, Kriss Kross is returning, and Backstreet’s back…alright! New boy band and girl bands are also taking over, and you can’t forget the Spice Girls reunion tour a few years ago, followed up by their performance at the London Olympics. Millennials are emotionally invested in the return of the ‘90s and feel a closeness to the culture in which they grew up. They’re eager to attend these events, share ‘90s news with friends, and they look forward to the future while paying tribute to the past.

Nickelodeon jumped on this trend a while back with “The ‘90s Are All That”, a late-night block of TV shows from this decade. Even Lisa Frank is splashing color into today’s culture with an app and a limited…

 
 

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Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

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