A few weeks ago, an article was published in AdAge that said “…millennials, all 71.3 million of them, are now just old enough to get nostalgic.”

Being a millennial myself, I was intrigued.

Nostalgia is defined as a wistful desire to return in thought or in fact to a former time in one’s life; a sentimental yearning for the happiness of a former place or time.

So it looks like the late 80’s and 90’s (pre 9/11)  is now considered “the good old days” for many. But it’s true. Less than a week ago, I started getting friend requests on Facebook from girls that I was friends with back in elementary school. One of the girls posted photos of us from school talent shows, Halloweens, and various Girl Scout activities, and there has even been talk of a reunion. I thought I was too young for reunions, but I guess not.

It seems like the need for nostalgia is triggered most strongly during new life stage transitions. Seems right in line with the girls from elementary school I mentioned– almost all of them just graduated from college, started their career, 2 just got married and one even had a baby. Yup- definitely some pretty significant life stages.

Nostalgia works to bring up positive feelings of a safer and more comfortable time and is even described as a “mental pick me up.” It’s less risky to look back than to look forward into an uncertain future. And when you’re in a transitional phase, it may be exactly what you need to ease any nerves or anxiety.

And although overall Millennials have a pretty positive outlook, it’s still nice to think about a time when you weren’t worried about finding a job, paying off school loans, or moving out of your parents house that you moved back to for a little while after college (not speaking from personal experience of course….)

For pop culture, this new generation of nostalgia means a resurgence of artists, products, brands that were once popular (NKOTB/BSB 2011 Tour, Jimmy Fallon’s Saved By the Bell reunion initiative, and the new 90210, immediately come to mind).

For marketers, it represents a unique advantage to reach this audience and create a connection in a through a huge variety of media channels that weren’t possible in the past.

What other ways do you think brands can use this generation of nostalgia to their advantage? Are there any artists, products, TV shows, etc. YOU would like to see make a comeback?

Michelle is a Millennial who had a huge crush on AC Slater (not Zach), watched TGIF religiously, and still regrets getting rid of her epic Pog collection. Today, you can find her on Twitter @bregozz

photo credit: collegeosity, watchsavedbythebell, madeinchina, amazon.com