{"id":9593,"date":"2023-04-12T00:34:38","date_gmt":"2023-04-12T00:34:38","guid":{"rendered":"http:\/\/localhost:10151\/?p=9593"},"modified":"2023-04-25T00:36:11","modified_gmt":"2023-04-25T00:36:11","slug":"how-tiktok-and-gen-z-are-driving-the-new-nostalgia-in-advertising","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/how-tiktok-and-gen-z-are-driving-the-new-nostalgia-in-advertising\/","title":{"rendered":"How TikTok and Gen Z are Driving the New Nostalgia in Advertising"},"content":{"rendered":"<p>Seeking comfort in memory is an innately human trait, and it\u2019s something we\u2019ve been doing for eons. Even Odysseus used memories of home to get through tough times. Our modern trials and tribulations may not be as trying as the Trojan War, but it\u2019s been a rough few years for lots of folks. And in tough times, nostalgia reigns supreme.<\/p>\n<p>&#8230;<\/p>\n<p>\u201cThis younger cohort is engaging with nostalgic content, but using platforms like TikTok to re-create and share older trends among peers,\u201d said Maxim Kabakov, VP and group partner for strategy at UM Worldwide. \u201cGiven that the internet has democratized access to nostalgia, and the speed at which culture spreads on TikTok, we\u2019re seeing the nostalgia cycle becoming shorter, with some Gen Zers currently expressing \u2018lockdown nostalgia\u2019 for the early 2020s. In the future, expect to see even more of a collapse between nostalgia and the present. Something that happened only a few months ago could be ripe for \u2018nowstalgia.\u2019\u201d<\/p>\n<p>Read more in <a href=\"https:\/\/adage.com\/article\/creativity\/new-nostalgia-advertising\/2486661\">Ad Age<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seeking comfort in memory is an innately human trait, and it\u2019s something we\u2019ve been doing for eons. Even Odysseus used memories of home to get through tough times. Our modern trials and tribulations may not be as trying as the Trojan War, but it\u2019s been a rough few years for lots of folks. And in [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9593","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How TikTok and Gen Z are Driving the New Nostalgia in Advertising - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/how-tiktok-and-gen-z-are-driving-the-new-nostalgia-in-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How TikTok and Gen Z are Driving the New Nostalgia in Advertising - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Seeking comfort in memory is an innately human trait, and it\u2019s something we\u2019ve been doing for eons. 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