Gen Z’s Love for Nostalgia: Why Young People Are Rediscovering ‘90s Music (2024)

FAQs

Gen Z’s Love for Nostalgia: Why Young People Are Rediscovering ‘90s Music? ›

But for Gen Z, even though they did not grow up in that era or truly experience it, listening to and loving the '90s has got to do with their search for comfort, and escapism and for a time when life was less stressful and more carefree. 42% of Gen Z listen to music to escape from reality.

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.

Simpler times

They've all grown up in the digital age. They know nothing other than the digital age. To them, the 90s was a simple time before smartphones, social media, and 24–7 connectivity. It's far enough away now to be nostalgic, but still close enough to be grasped.

"Reminiscing about the 90s and 00s is comforting because it gives us connection to times in our lives where we felt more free, adventurous and connected to other people". Many fans of the 90s, like fashion blogger Ellie, weren't around then - so why is it nostalgic to her? According to Clay, it's "cultural continuity".

Top 3 Ways Gen Z Discovers new Music: Influencers. Video Games. Audio Streaming Platforms.

Studies suggest that people often seek solace in nostalgia amid negative emotions or loneliness, treating it as a sanctuary — a coping mechanism that intensifies during transitional periods or significant life changes, activating reward mechanisms in the brain.

The Rebellion Against the Digital Age

It's a simpler time when people weren't glued to screens, and a “like” was something you did in person. The allure of the '80s lies in this escapism – it's Gen Z's way of rebelling against the omnipresent digital embrace, even if it means wearing oversized clothes.

While Millennials and Gen X listen predominantly to '90s music, 29% of Gen Z prefer to listen to '90s music over 23% to 2000s music.

Emma Baker, a fashion historian, elaborates on this sentiment: "The '90s evoke a sense of pre-digital innocence that is particularly appealing to Gen Z. It was a time when people were not constantly connected, and personal style was less about online validation and more about individual expression."

Research shows that Gen Z tends to be very reflective. Like everybody, they want a sense of belonging, so listening to music that reflects their mood isn't going to stop just because it's summer. The catharsis point is interesting.

Why were the 90s so good for music? ›

'90s music trends were eclectic. It was the era of vibrant contrast, creative fusions between genres, and a delicate waltz between counterculture and the mainstream. On the one hand, grunge: a movement of the disillusioned and cynical, best represented by the angst-ridden howls of Nirvana frontman Kurt Cobain.

It's fun, basically. Our focus on the nineties can partly be put down to the 30 year theory around nostalgia, which dictates that things start to look interesting rather than just old-fashioned after three decades.

With the advent of technology, nostalgia has seamlessly woven itself into our daily interactions, shaping the way we perceive and engage with the world around us. Our digital devices serve as portals to the past, allowing us to effortlessly access and relive cherished memories with just a few taps or clicks.

With access to more streaming platforms than ever right at their fingertips, Gen Z has completely shifted the means of music consumption away from traditional album sales, and over to, you guessed it, streaming.

One of the standout trends is the rise of lo-fi and bedroom pop, genres that have found a particularly receptive audience among younger listeners. "These more intimate, DIY-inspired sounds resonate with Gen Z's desire for authenticity and connection," notes music journalist, Alex Sanchez.

Gen Z spend more time with music than the overall population. Those age 13-24 in the U.S. spend 3 hours and 43 minutes daily listening to music — an average of 40 minutes more than the rest of the population. Their top genre preferences are Hip Hop/R&B, Top 40, and Alternative Rock.

For many Gen Zers, '90s and 2000s were their formative years, a time of social progress and prosperity. It might also represent an escapist desire for simpler times, especially when people put on nostalgia glasses looking at a distant but noticeable reality. On the other hand: “There's nothing new in fashion.

We've referenced Gen Z's reputation as digital natives, but thanks to their love affair with plastic surgery, some media outlets also refer to them as aesthetics natives. Heavily influenced by their constant screen time, Gen Z craves the same procedures as their favorite content creators.

Appearance is the top-rated anxiety for Generation Z.

45% of those surveyed said they feel anxious about their appearance – more anxious than they feel about their career prospects, money or terrorism.

Americans between the ages of 7 and 22 experience much higher rates of loneliness than other generations. Factors such as social media usage contribute to feelings of loneliness, which are compounded by the vulnerability and peer exclusion often experienced during adolescence.