The Value of Nostalgia

In a recent “Top Secret” marketing and advertising offsite, a Coca-Cola executive shared many valuable insights. One of the most poignant was that they recognize that nostalgia resonates with 18-to 34-year-olds. Particularly nostalgia from the 1980s and 1990s.

The fact that a consumer born between 1991 and 2007 finds music from the 80s and 90s attractive shouldn’t be a surprise to anyone. Yet it was. Mainly because of the naysayers who are pounding the drum that younger listeners have no connection to nostalgia. Arguably a falsehood.

The advertising industry focuses on the 25-54 demographic. Be it male or female, depending on the product, that 30-year span is the desired age to dominate. It seems counter intuitive to attract 25-34 year olds by presenting content that appeals to the 45-54 year old, but we’ve seen in the past that when times are tough, there is turmoil in the world, and there is negative impacts influencing beyond any individuals control, there are significant parts of the population that long for perceived better times in their lives.

One needs to only look at the positive impact of nostalgia, and we should be able to understand how the past makes things in the present seem and feel more positive. We certainly saw the positive impact of nostalgia during the pandemic. A look back at recent audience ratings also validates the positive acceptance of nostalgia-heavy formats.

We’re seeing Classic Hits and Classic Rock formats lead the 25-54 demo in many markets. Both those in Diary and PPM markets.

Psychologist Krystine Batcho, PhD, is a professor at Le Moyne College in Syracuse, NY, and an expert on nostalgia. Her research finds that people prone to nostalgia excel at maintaining personal relationships and choose healthy social ways of coping with their troubles. Nostalgia boosts self-esteem and resilience during hard times. Being surrounded by things from the past provides a feeling of safety. It strengthens a social connection. It adds meaning and continuity. The latter is because of the connection with our past.

Look at the resurgence of 80s-90s trivia night at clubs and bars. TV game shows are using such content, too. Many of the songs in the singing competitions are from the 80s and 90s. That music resonates with the young end of the demo because they heard songs from those two decades as their parents listened to music from that era.

Reunion tours peppered the summer of 2025 from legacy bands like Oasis, Simple Minds, Soft Cell, and Modern English. The Foo Fighters and Queens of the Stone Age will be touring the summer of 2026. Signs that nostalgia is back in vogue include the resurgence of past fashion trends like Y2K styles and 80s silhouettes, the popularity of vintage-inspired aesthetics across social media platforms, and resale markets. Vinyl has made a comeback. Dusting off the record player and ordering albums (actual albums) online is a “thing.”

A number of 80s and 90s Films and television shows have been remade for “the now,” like the horror resurgence for Scream and I Know What You Did Last Summer. The action-comedy reboot of The Running Man is another recent example.  Original films from the 90s are being re-released for their anniversaries, such as Clueless and Sense and Sensibility, while new sequels are being made for films like My Best Friend’s Wedding and Happy Gilmore.

Nelson, the twin brothers with long blond hair and a string of #1s in the 90s, have a new book out appropriately named What Happened to Your Hair? 

The throwback to 90’s trends includes grunge style, minimalism, and hip-hop influences, seen in baggy jeans, slip dresses, flannel shirts, and platform shoes. Pop culture fads like boy bands, Beanie Babies, and the rise of the internet also shaped the decade, alongside iconic hairstyles like the Rachel. These things are resonating with 18-34 year olds. Why wouldn’t music from the same era do likewise?

Coke uses nostalgia to connect with consumers by reviving iconic campaigns like “Share a Coke,” bringing back limited-time products such as “New Coke,” and reintroducing vintage designs. Their strategy taps into emotional memories and a desire for authenticity, while modern campaigns also add digital and interactive elements to bridge past experiences with contemporary ways of connecting.

When you hear that a global brand like Coca-Cola is focusing on nostalgia to attract the 18-34 year old consumer while remaining connected to digital and interactive, wouldn’t it be smart to pay attention and do likewise?