But I'm a '90s bitch
Gen Z (and Alpha) want to go Back Before the Future
This is not new, but it’s not stopping. Forget self-care, the tireless return of the 90s/early 00s feels like an attempt of a digitally co-dependent generation trying to feel something.
I hope they succeed and take the rest of the Temu Grandparents and brainrotting middle-agers with them.
What is back, what refuses to go away and what keeps on coming
(a low-key trend list)
The rise of IRL dating and the collapse of the apps
The Olson Twins
“House Party” - a London club made to re-enact a house party complete with live actors to be sure shy youth get a house party experience
Digital point-and-shoot cameras, disposable cameras & photo booths
Layaway (now known as buy now, pay later)
Off-brand retailers, with a huge push for TJMaxx, Ross and Homegoods, et al.
Nude lip liner (Wet & Wild 666 and MAC Twig forever)
Thrifting
Smoking cigarettes
Carolyn Bessette Kennedy as a fashion icon
Push for IRL social groups like running clubs
Unbelievably dark humor. Winona Ryder and Daria had nothing on this girl
Clothing
Abercrombie along with— attempting anyway —- the Gap, JCrew & Banana Republic are on a major comeback. See also:
Vans & Converse
Baggy, pleated trousers, now called “Dad Pants”
A return to editorial-style photography as I’ve noted from Rhode & SKIMS
Theoretically (not sure I believe this), Gen Z is creating a new return to the mall, while influencing malls to become “experience centers” with better dining, escape rooms and more gym locations.
BTW - fascinating nude beauty tip on that Glossier drop: “match your nip to your lip.”
According to Launchmetrics, these are the hottest brands amongst GenZ, with North Face also spiking.
Note: Calvin Klein, Levi’s, Kors, Coach, Hilfiger, Diesel
Did we ever think we’d see Diesel again?
Authenticity For Sale
Things seemed more “real” when it was face-to-face, especially if you grow up as not just a digital native but a social media native.
The grubby, less tweakmented days probably do seem romantically raw in today’s reality:
People cry in front of the camera and Crying Makeup becomes a BeautyTok trend.
No time to make real friends? Your AI companion can keep you company.
Grade inflation means even your 4.0 wasn’t real.
The 90s are a fanciful land. Actual anonymity? No face tune? Pre- “internet is forever.” It really does feel like freedom.
It makes a lot of sense that sense of analog authenticity is appealing. And luckily, it can be shown, bought and shared.
Word of the Day: Anemoia
This seemed like something Germans would have a word for, but it turns out that English does, too (probably by way of Latin): Anemoia is nostalgia for a time period you did not live through. Also called “historical nostalgia.”
One version of this that existed in the actual 90s:
The difference now? All of this is served up quickly and relentlessly by algorithms. So the trend cycles push in faster, cycle into larger consciousness quickly and burn out faster, too.
The other difference? Most of society probably agrees that digital is making us miserable, being "online shopped” for dating, sex and jobs is depressing and limiting.
At least once a year there’s a story about people supposedly getting off screens and going back to IRL, be it touching grass or letting IG die off.
It’s always seemed to me that Gen Z and Gen X have more shared perspective.
And Millennials and Boomers are more similar to each other.
Perhaps that’s because attitudes skip generations and we push back on the generation before. Perhaps it’s timing: Gen Z and X came up in eras of tumult whereas Millennials and Boomers in more prosperity. Maybe Gen Z is just sick of minimalism and bland aesthetics, as I sure am.
To me, this shift for marketing means:
More fun less earnestness
More humor (dark humor included)
Bolder graphics
Self expression
“Real” perspective
Imperfection and mess
Real escapism and fantasy vs basic perfectionism
Maybe it’s all just this:
The Kamala effect got me back on X.com for the first time in ages. Some I screenshotted:
P&G creates first nursery for Olympic families
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The rare marketing activation that is actually useful!
Procter & Gamble has sponsored the first Olympics nursery. Championed by retired (and most decorated ever) athlete Allyson Felix to support competing athletes who are also moms to young kids.
Other firsts for Allyson Felix:
Beat Usain Bolt's gold medal count record just 10 months after giving birth (?!!)
Called out Nike for trying to cut her pay by 70% during her pregnancy, which ultimately led to Nike creating Nike creating a new maternity policy for sponsored athletes securing their compensation for the 18-months of pregnancy and newborn.
French judo champion Clarisse Agbegnenou also fought for breast-feeding accomodations in Olympic Village.
Note: These are both black women.
2024 is also the first time the gender balance amongst Olympian competitors has been 50/50. This surprised me.
GEN Z ADULTS ARE GETTING MORE MODERATE
Morning Consult says that Gen Z and Millennials are settling down.
In June 2024, 27% of GenZ now identifies as “moderate” - up from 21% in January 2021.
What is more interesting in this report to me? A 12% uptick in “faith” 1
Does faith mean secular spirituality, loose religiosity or formal religion?
No details on that. Wondering if, conversely, the war in Gaza and Tiktok Christians may be pushing people into deeper faith identification or curiosity. More on this next week!
Morning Consult does acknowledge the push of the Far Right creators as pushing “traditional values,” especially for Gen Z men.
Meanwhile:
The Next General Hospital, brought to you by the hospital?
Watch out Shondaland. A hospital system is not just getting into the content act, they have built their own TV studio.
SENSATIONAL read. What a joy!
I like this concept of gen x/gen z and boomers/millennials. Makes sense. Gen xer here, looking forward to a little more fun and a little less earnestness. 🤪