Millennial Nostalgia And Consumerism
Start writing a post
Entertainment

Millennial Nostalgia And Consumerism

Millennials fixate on the past because we have deep anxieties about the future.

454
Millennial Nostalgia And Consumerism
everyday.joelzimmerphotography.com

We are millennials. Our world revolves around technology, multi-tasking, diversity, teamwork, adventure, confidence, and practicality (just to name a few!). In this hectic world of information and indeterminate job security, millennials tend to seek solace through nostalgia.

Memory appeals to millennials whether we realize it or not. Our generation has always been exposed to the past through an unstifled influx of information. This information overload sometimes compresses millennials’ perception of time. Early-onset nostalgia manifests itself through our generation's excessive use of #tbt or "throwback Thursday." Initially, #tbt recalled a moment from childhood; however, millennials have begun to throwback to last month or even last week. Our generation is so obsessed with memorializing the past that we have invented #fbf, or "flashback Friday." The Timehop app also demonstrates our desire for the past. This application ciphers through users' social media profiles and re-posts what that individual did a couple of years ago on a particular day.

The millennial obsession with nostalgia not only recalls a previous time of our own generation, but also borrows cultural memories from previous generations. Cassandra Mcintosh, a senior insights analyst at Exponentials, says that “[millennials] end up romanticizing simpler times much more—even those times that they weren’t around for.”

Millennials fixate on the past because we have deep anxieties about the future. The University of Southampton’s "Nostalgia: Past, Present, and Future" says that “[n]ostalgia is triggered by dysphoric states such as negative mood and loneliness” while simultaneously generating positive effects that increase self-esteem, foster social connectedness, and alleviate existential threats.

We live in an age of student debt, an insanely competitive job environment, and an unreasonably expensive housing market; economic turmoil is our reality. During times of deep uncertainty, we turn to a previous age even if we have not lived in that time.

From mason jars to reboots of Polaroid cameras, our generation is incessantly preoccupied with the past. We fixate on moments of rawness like film photography (especially black and white or sepia film), instant film cameras, vinyl records, even recordings of vinyl records. Millennials also tend to glamorize architectural styles from previous periods; exposed brick apartments with industrial lighting is now a “trend.” The millennial fascination with nostalgia seeks to romanticize a simpler time of rawness that is not contrived through contemporary culture or media.

The massive expanse of film photography demonstrates our generation's fixation on nostalgia. In opposition to digital photography, film photography highlights the authenticity of the world. Millennials are constantly bombarded with various forms photoshopped media and CGI effects. Even Instagram and Facebook have filters that quickly edit photos for you. Millennials’ craving for nostalgia is considerably intertwined with “unfiltered” experiences. Thrift shopping, collecting antiques, shooting in film, listening to vinyl records, etc. demonstrates how we turn to a previous age even if we have not lived in that time during periods of anxiety.

Furthermore, millennial nostalgia is disturbingly enacted through consumerism. Consumerism knows that our generation is obsessed with nostalgia and markets to us accordingly. Nostalgia marketing even spills into avenues of entertainment, food, and fashion. "Throwback" products do not necessarily work for every brand, but there is definitely a trend for companies to #tbt their products. The Pepsi's 2009 vintage design, the Coors Banquet bottle, retro webdesigns, and '80s and '90s throwback fashion trends are just a couple of ways consumerism plays on nostalgia. Our generation interacts with nostalgia through consumerism.

Nostalgia carries a sense of belonging with its products that allows millennials to feel fashionable and comforted at the same time. Millennials “buy” ways to demonstrate a yearning for the past while deflecting the anxieties of the present and future.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
the beatles
Wikipedia Commons

For as long as I can remember, I have been listening to The Beatles. Every year, my mom would appropriately blast “Birthday” on anyone’s birthday. I knew all of the words to “Back In The U.S.S.R” by the time I was 5 (Even though I had no idea what or where the U.S.S.R was). I grew up with John, Paul, George, and Ringo instead Justin, JC, Joey, Chris and Lance (I had to google N*SYNC to remember their names). The highlight of my short life was Paul McCartney in concert twice. I’m not someone to “fangirl” but those days I fangirled hard. The music of The Beatles has gotten me through everything. Their songs have brought me more joy, peace, and comfort. I can listen to them in any situation and find what I need. Here are the best lyrics from The Beatles for every and any occasion.

Keep Reading...Show less
Being Invisible The Best Super Power

The best superpower ever? Being invisible of course. Imagine just being able to go from seen to unseen on a dime. Who wouldn't want to have the opportunity to be invisible? Superman and Batman have nothing on being invisible with their superhero abilities. Here are some things that you could do while being invisible, because being invisible can benefit your social life too.

Keep Reading...Show less
Featured

19 Lessons I'll Never Forget from Growing Up In a Small Town

There have been many lessons learned.

71216
houses under green sky
Photo by Alev Takil on Unsplash

Small towns certainly have their pros and cons. Many people who grow up in small towns find themselves counting the days until they get to escape their roots and plant new ones in bigger, "better" places. And that's fine. I'd be lying if I said I hadn't thought those same thoughts before too. We all have, but they say it's important to remember where you came from. When I think about where I come from, I can't help having an overwhelming feeling of gratitude for my roots. Being from a small town has taught me so many important lessons that I will carry with me for the rest of my life.

Keep Reading...Show less
​a woman sitting at a table having a coffee
nappy.co

I can't say "thank you" enough to express how grateful I am for you coming into my life. You have made such a huge impact on my life. I would not be the person I am today without you and I know that you will keep inspiring me to become an even better version of myself.

Keep Reading...Show less
Student Life

Waitlisted for a College Class? Here's What to Do!

Dealing with the inevitable realities of college life.

133293
college students waiting in a long line in the hallway
StableDiffusion

Course registration at college can be a big hassle and is almost never talked about. Classes you want to take fill up before you get a chance to register. You might change your mind about a class you want to take and must struggle to find another class to fit in the same time period. You also have to make sure no classes clash by time. Like I said, it's a big hassle.

This semester, I was waitlisted for two classes. Most people in this situation, especially first years, freak out because they don't know what to do. Here is what you should do when this happens.

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments