Subscribe to our FREE Newsletter , or Telegram and WhatsApp channels for the latest stories and updates. Nostalgia isn’t just a longing for the past – it’s a powerful cultural force, especially for Gen Z. Born between the late 1990s and early 2010s, this generation has an intricate relationship with nostalgia, often romanticising eras they barely remember or never experienced firsthand.
In 2022, a survey by DCDX revealed that 97% of Gen Z felt nostalgic, with 53% saying they often or always experience it. Gen Z and single households are shaping new consumer trends, contributing to Southeast Asia’s robust consumer landscape, which is expected to grow to a staggering $4 trillion by 2030. So brands and businesses that understand and tap into this trend are more likely to resonate with this influential demographic, securing their loyalty and engagement in the long run.
Growing up in a hyper-connected digital age, Gen Z is constantly bombarded with information. Social media, online news, and digital ads create a nonstop flow of new content, which can quickly become overwhelming. In Malaysia, where internet penetration is high and social media usage is among the highest in the world, this digital saturation is particularly pronounced .
This constant influx of new content and trends has led to what some psychologists call “ digital fatigue .” For Gen Zs, looking back to the past offers a respite from this overstimulation. Nostalgia provides a mental escape to simpler .
