We’re wearing ‘90s-style clothes again. We’re listening to ‘90s music. But why?
It’s not just pop stars from 30 years ago making a comeback — young artists are also jumping on the trend, releasing tracks inspired by retro sounds. So where is this wave of nostalgia coming from? Why are the ‘90s trending now?
Nostalgia for Childhood
In marketing terms, the core consumer demographic right now is people aged 35 to 40. That’s exactly who most current trends are targeting.
One of the most effective ways to connect with this group is through nostalgia. In fact, it’s backed by research, like theStudy of Nostalgic Marketing and Its Influence on Consumer Behavior.
For many of us, nostalgic music brings back memories of a carefree childhood — times of happiness and emotional comfort. Our brains are wired simply: we associate what we see and hear with moments of joy, and in doing so, we relive that joy.
That’s the secret behind nostalgic marketing. That’s why ‘90s TV shows, music, and even fashion are making a huge comeback.
The Return of the ‘90s
Social media played a major role in creating this retro trend. Short videos on platforms like TikTok and Instagram started using ‘90s songs as background music — and for many viewers, that music instantly triggered a positive emotional reaction.
Once it became clear that this was more than a passing fad, the original artists behind those hits started reappearing on stage. This marked the second wave of ‘90s music popularity.
Soon, younger musicians followed suit. They began creating new songs inspired by the ‘90s sound — not only to reach older audiences, but also because it quickly became trendy among younger listeners, too.
Right now, the ‘90s revival is in full swing. You can hear that music everywhere — on social media, in ads, on TV, and in playlists online.
Chances are, the trend will stick around for a few more years — at least until the next generation grows up and brings along its own wave of nostalgia for the 2000s or 2010s.
But childhood nostalgia will always be powerful. It brings comfort and joy. And as long as marketers understand that, you can be sure they’ll keep using it.
