2020 was truly the year of nostalgia marketing, as we sought comfort and escape to a time before lockdown and relentless Zoom calls. And no cultural era saw the biggest nostalgia boost than the ’90s. 2020 marked major anniversaries of seminal cultural cornerstones from the era, from albums by Oasis, Tupac, Mariah Carey, and Alanis Morissette to Windows 95 to the 25th anniversary of the iconic film Clueless.
When it comes to ’90s nostalgia, we can divide generations into different camps: Gen Z likely have no distinct cultural memories of the ’90s; younger millennials were children or young teens in the ’90s; and Gen X built the ’90s. And yet, as our SVP & Principal of Strategy and Culture Nic Allum notes, Gen X is usually left out of the current ’90s discourse, an erasure that’s a little more than ironic.