Nostalgia is a wistful or excessively sentimental yearning to return to or of some past period or irrecoverable condition. Any reminder of the past can trigger a longing to return to a point we usually recall as being happy or positive; because of this, associations tend to be personal.
In the context of this particular trend, however, most of Gen Z, those born between 1997 and 2012, are nostalgic for the same time period: the late 90s and early 2000s. Rather than yearning for their childhood memories, Gen Z is reverting to pre-social media times.
Nostalgia isn’t restricted by age, but it can be more potent for those entering adulthood. Much of Gen Z is now in that state of limbo between childhood and complete maturity. They are adjusting to the realities of adult life by working laborious jobs, encountering more intense schooling and undertaking financial burdens. 42% of Gen Z adults are diagnosed with a mental health condition, according to a 2022 survey. Their relationship with social media causes much of that mental burden. Despite its goal to connect people through technology, social media can have harmful detriments.
Benjamin Ho, an associate professor of behavioral economics at Vassar College and author of “Why Trust Matters: An Economist’s Guide to the Ties that Bind Us,” told Insider in 2022 that “social media has splintered pop-culture trends so much that unlimited choices have made it harder for younger generations to find unifying cultural touchstones.”
Gen Z has a deep longing for a simpler time because they are faced with hundreds of choices for any given decision. There are no strict rules on what to wear, what music to listen to or which celebrities to idolize. Rather than turning to current trends, Gen Z turns to the past when every teen tuned in on school nights to watch the next episode of “One Tree Hill” or “Gossip Girl” on the CW. They want to experience life in a way they never have.
Youth nostalgia fosters a sense of belonging. Ho says that nostalgia reinforces relationships through shared experiences, which builds trust.
In a time of social and political turmoil, it makes sense that younger generations (specifically Gen Z) would turn to nostalgia.
As a collective, Gen Z bonds over this mutually consumed nostalgic media, so much so that present-day trends begin to circle back to how they were 20 years ago. The resurgence in Y2K fads like tiny sunglasses, cargo pants and mini skirts checks out. We’re also seeing forced nostalgia. Businesses are seeing the early 2000s appeal and are now rebooting shows and movies like “Gossip Girl,” “And Just Like That…” “The Proud Family: Louder and Prouder” and “Raven’s Home” with the hopes of scoring success.
Dr. Joanne Frederick, a mental health counselor, told Her Campus that nostalgia can be a form of self care. When you engage in a pleasant, nostalgic activity, the reward centers of the brain are activated.
“Familiarity is comforting,” she said.
The past is the past; it seems simple and structured compared to the present. The early 2000s feel so long ago, but also close enough to the present day that we can find some degree of common ground on screen.
This is why Gen Z emotionally latches on to television shows that aired when they were just babies, or not even alive yet. With early 2000s shows, you know exactly what to expect. Shows like “Gilmore Girls,” “Sex and the City” and “The O.C.” will always evoke the same emotions.
The characters certainly encounter conflict (any form of story needs conflict in some way), but to the Gen Z viewer, the problems feel miniscule compared to some of the global-scale issues we deal with in the present. It’s almost calming to see dramatic, overplayed teenage struggle portrayed on screen because something like that feels more controlled than real-life.
With nostalgia comes romanticization, and the phrase “I was born in the wrong generation.” While being wistful of a past time period isn’t necessarily a bad thing, it can have harmful effects. The early 2000s were an iconic time with iconic media, but we can’t forget that global issues have always persisted throughout history, and the late 90s and early 2000s were no exception.
Finding comfort in a seemingly simpler time isn’t a bad thing; being nostalgic helps us feel safe and content. It’s important, however, to strike a balance between being nostalgic and also being present.