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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“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

Magazine covers aren’t dying in the age of digital—even when publications go out of print. Digital-only covers are “captur[ing] the print magazine's tangible essence” while building hype for media brands on social media (especially Instagram). PorterComplexNylonGQ and more publications have taken on the trend, featuring celebrities like Chance the Rapper to Sophie Turner. For magazines looking for a comeback with young consumers, digital-only covers can “translate their own brand for the web." (Fashionista)

Following “a series of scandals,” YouTube is taking major steps to overhaul its video review process and ad placement policies. The new guidelines “kick tens of thousands of video makers out” of the ad program by requiring anyone who generates ad revenue to produce 4,000 hours of content and gain 1,000 subscribers in one year, upping the ante from the previous requirement of 10,000 lifetime views. YouTube is also promising to manually review every video in its top tier of advertising (Google Preferred), and they’ve hired 10,000 new employees in the last year to get the job done. (recode)

Some Millennial parents are applying their minimalist tendencies to their kids’ toy chests to battle play clutter with “toy limitation.” It’s not a new concept—some schools of thought that have “advocate[d] simple, open-ended toys” include Montessori, Waldorf, and RIE—and today’s advocates say limiting toys can improve focus and happiness. A report from the University of Toledo concluded that toddlers “played ‘better’” when given fewer toys, meaning they played with each toy for longer and in more creative ways. However, some parents worry that they’re “denying [their children’s] self-expression” when they limit toys, and so the debate continues. (Slate)

Tostitos is giving fans their very own personalized Super Bowl ads to invite friends to their game parties. The platform takes a user's name, address, and other invite info and spins it into a video perfect for Customization Nation. Each ad features a different combination of Super Bowl clichés, including a “talking baby, puppies, sassy older women, [and] a celebrity pitchman.” Considering Ypulse data shows 64% of 13-34-year-olds watched some or all of the 2017 Super Bowl with friends and family, it’s a safe bet at least some will be sending out invites, possibly with some Tostitos product placement this year. (Adweek)

Facebook’s new feature lets Groups co-view each other’s content. “Watch Party” allows Group admins to show any Facebook video to members simultaneously, and to comment on a “dedicated reel” for a “shared viewing experience.” The feature is another step towards the platform’s new goal to “encourage meaningful social interactions,” and their new focus on Groups. The push for social viewing could possibly be integrated into other aspects of Facebook and its properties, like group chats. (TechCrunch)

“I plan to go to a free barre class at a local studio that is offering them as part of a New Year's promotion.”—Female, 33, MA

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