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: “I would want anyone that is not named Clinton or Trump to be the next president.”—Male, 23, NY

Millennials are so not feeling this election. In a recent Wall Street Journal/NBC News poll, only 54% of voters under the age of 35 say they are highly interested in the current campaign, a 6% decrease from 2012, and 18% below the general voter population. Millennials’ level of enthusiasm is a stark contrast from the past two presidential campaigns, which is troubling for current candidates since President Obama’s election relied heavily on the college student vote in battleground states. The poll—which was conducted from Oct. 10-13—also revealed that Clinton was leading Trump among 18-29-year-old voters by only 13%. (The Wall Street Journal

Chipotle has launched a weekly Snapchat show to get Millennials on their side once again. School of Guac is targeted to 13-24-year-olds, and is described as “after-school special meets variety show meets satirical news program.” Young performer Lorena Russi hosts the minute-long episodes, which can vary from DIY with burrito foil to an explanation on why tortilla chips are triangular. Unlike other brands’ TV programming created for Snapchat, Chipotle’s resembles the polished content usually found on traditional TV, and even incorporates fake commercials.  (Digiday

Millennials will be a crucial player in the real estate revolution of next year. In what is described as a “‘Oh, shift’ moment” for the housing market, 52% of potential home buyers next year will be first-timers, and 61% of them will be under the age of 35—according to an annual survey from realtor.com®. Millennials will be mostly seeking a home is for growing families, and almost four in ten of 25-34-year-olds say single-family homes will be the type they’ll be looking to buy, followed by townhomes. Ample space, yards, and safe neighborhoods are also in demand, with 28% stating they will like to live near the suburbs, followed by 22% who prefer outlying suburbs. (Realtor.com

Netflix is almost “12 times more popular among teens” compared to other streaming services. Piper Jaffray’s recent semiannual survey on U.S. teenagers revealed that 37% of teens are watching Netflix daily— a significant number when only 3% can say the same for Hulu and Amazon Prime Video. YouTube came in second for teen daily video consumption at 26%, an upward trend for the platform and the first time it has come ahead of cable TV which followed at 25%. (Tech Times

Facebook wants to connect online friends in the offline world. The social platform has released a new batch of tools to let users buy tickets to events, schedule appointment with businesses, and get local dining recommendations from friends by selecting an area from their News Feed maps. The update was created to solve the “unbelievably challenging process in 2016 to figure out what there is to go do, and then…decide which of those things you want to go do and then actually engage in the doing of said things." They’ve also expanded activity streams to let users track what events their friends go to and their suggestions. (Mashable

Quote of the Day: “I like Last Week Tonight With John Oliver because he dives very deep into topics that are not always appealing, pleasant, or interesting. He turns these topics into something hilarious, entertaining, and educational at the same time.”—Male, 32, KY

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