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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Millennial News Feed

Quote of the Day: The emoji I most send is 100, because I'm 100% real.”—Male, 15, TX

Brands are now #adulting in an effort to relate to Millennials. In 2014, our Chasing Neverland trend reported Millennials’ desire to escape grownup responsibilities and indulge their inner-kid. Since then #adulting, which comically references the so-called adult struggles like paying rent or “showering beforenoon,” has blown-up online, getting mentioned 642,000 times just last year. Now brands are joining on the trend, tweeting out #adulting tips and jokes—but beware of adopting Millennial-speak. According to one social media expert, “if a brand can legitimately talk like a millennial or even a teenager, they can get away with using #adulting. Otherwise, it comes up as fake.” (Digiday

Fox’s Empire Snapchat lens not only garnered 61 million views, it also upped brand awareness for the series. Snapchat has officially released a few stats on their sponsored content in an effort to bring more marketers onto its platform, and reports that the Empire lens ramped up brand awareness by 16 points and increased tune-in intent by 8% when it ran in March. The lens, which “overlaid a graphic of a pair of headphones and sunglasses over Snapchat users' faces with a microphone that they could pretend to sing into,” was played 33 million times and used for an average of 20 seconds before snapping. (Adweek

Millennials may be the key to redefining beauty standards in the fashion industry. Despite criticism, fashion has been slow to diversify, and 80% of models booked for the Fall 2015 season were white. Tony King, a CEO of an advertising agency that works with luxury brands, believes the way Millennials consume content can spark change: “There used to be all these layers between what brands put out and what the consumer saw. Now with the rise of social media and the accessibility of platforms like Snapchat you see a true authentic voice.” While young consumers “are totally clued into a diverse voice,” many brands haven’t recognized their preferences. (Forbes

Millennials without college degrees could be “stuck renting for a long time.” New research is revealing significant hurdles for 18-34-year-olds without diplomas: college graduates without student debt will need on average five years of additional savings to afford a down payment for a starter home, those with student loans will need 10 years, and those who haven’t graduated college will need 15.5 years. Lower incomes are one of the main drivers for the trend, but Millennials without college diplomas are also less likely to get financial assistance from friends and family. (Wall Street Journal

Virtual reality is “inventing a new way to tell a story." A 360-degree app that tells the story of Cirque du Soleil's traveling Kurios show, has been referenced as evidence of how VR is poised to become a revolutionary tool for storytelling. The app puts users “in the center of the action,” spotlighting how the technology could be the “closest to teleportation we will ever have in our lifetime." Experts also claim that consumers will “actually create the greatest amount of [virtual] content for themselves and their friends,” because of VR’s power to let users relive important experiences like birthdays and weddings. (Recode

Quote of the Day: “I can’t live without my desktop computer because it can replace most of the other devices (media streaming, music playing, getting directions, staying in contact with friends, gaming...).”—Female, 25, SC

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