"Nostalgia is like a time-traveling magnet for consumer behavior," says Peg Fitzpatrick, a social media marketing consultant for small businesses. "It doesn't just tug at heartstrings; it wraps them around entire marketing strategies."

"People love revisiting the '90s because it was a simpler time of slap bracelets and dial-up internet—nostalgia taps into that longing for the good ol' days. Social media marketers can wield this powerful tool by creating content that resonates with these fond memories, from throwback ads to retro-themed product launches. After all, who wouldn't want to relive the days of TGIF and neon scrunchies?" Peg asks.

"Nostalgia isn't just a wistful glance in the rearview mirror; it's a powerhouse in consumer behavior that marketers can't ignore," Peg explains the psychology behind using nostalgia for marketing.

"It taps into our innate desire for connection and comfort, transporting us back to when things seemed simpler and more carefree. Whether it's reminiscing about Saturday morning cartoons or the thrill of collecting Pokémon cards, nostalgia evokes strong emotions and a sense of longing for the past."

According to Fitzpatrick, nostalgia works so well in marketing because it feels so personal. "From a marketing perspective, nostalgia serves as a powerful tool to engage audiences on a deeper level."

"Brands can leverage nostalgia to create authentic connections with consumers by tapping into shared cultural experiences and memories. This can be seen in campaigns that resurrect iconic '90s brands or icons, evoking a sense of familiarity and nostalgia that resonates with both longtime fans and younger generations," Peg points out.

Nostalgia is also a good way to build brand loyalty. "When consumers associate positive emotions with a brand's nostalgic elements, they are more likely to develop a strong affinity for that brand and remain loyal over time," Peg explains. "This emotional connection goes beyond product features or pricing—it's about fostering a relationship built on shared experiences and values."

Social media makes it even easier for brands to harvest nostalgia. "[It allows] brands to engage with consumers in real-time conversations about their favorite memories and cultural touchstones," Peg says.

"Whether through throwback posts, retro-themed campaigns, or limited-edition reissues of classic products, marketers can create immersive brand experiences that tap into the universal appeal of nostalgia."

"Ultimately, nostalgia in marketing isn't just about looking back; it's about creating meaningful connections that resonate with consumers' emotions and values," Peg emphasizes. "By harnessing the power of nostalgia responsibly and authentically, brands can turn fond memories into enduring brand loyalty and advocacy."

Surprisingly, those born in the 2000s and even the 2010s love the '90s, too. They're as responsive (if not more) to '90s nostalgia campaigns as millennials are. The pop music "It" girl of Gen Z, Olivia Rodrigo, for example, masterfully uses her love for the '90s aesthetics both in her music and in her marketing campaigns.

Peg takes Ulta Beauty's Hello Kitty campaign as another example. According to her, it exemplifies the art of blending timeless appeal with contemporary flair. "From themed makeup collections to skincare products adorned with Hello Kitty motifs, these campaigns capture the hearts of both longtime fans and new audiences alike."

"By tapping into cultural icons that transcend generations, brands can forge connections that go beyond mere consumerism, fostering a sense of nostalgia and community."

So, do the '90s no longer belong to the people who actually grew up in the nineties? "Demographics in '90s nostalgia are as diverse as a Saved by the Bell reunion episode," Peg quips.

"Sure, millennials who grew up with Game Boys and Tamagotchis are prime targets. But don't underestimate the allure for Gen Z and even Gen Xers—they're all craving a taste of that Walkman-wearing, Beanie Baby-collecting era."