复古复兴：意图影响文化的品牌的怀旧趋势关键

IntroductionIntroduction Want to Get Ahead? Look BackThere may be no more powerful trend making its mark on 2026 than the nostalgia that pervades pop culture.Want to Get Ahead? Look Back Look no further than social media, where the memes that came to dominate the early part of the year ranged from the ubiquitous “2026 is the new 2016” rallying cry that hearkened back to whatThere may be no more powerful trend making its mark on 2026 than the nostalgia that pervades pop culture consumers loved most a decade ago to the celebrities sharing their 1990s-era photos set to the tune of the Goo Goo Dolls hit “Iris.” And that yearning for yesteryear extends far beyond Instagramor TikTok. Some of the biggest songs released in 2026 are blatant throwbacks to the 1990s and Y2K. Reboots and revivals of beloved properties have flooded both big and small screens. Analogmedia, such as CDs and DVDs, have found renewed popularity among those younger than Spotify and Netflix.So why are we all drowning in nostalgia lately? First, thank the internet, where all of human history is a click away, micro-niches chip away at the monoculture, and algorithms repurpose past trends forconsumers loved most a decade ago to the celebrities sharing their 199Os-era photos set to the tune of the Goo Goo Dolls hit "Iris" And that yearning for yesteryear extends far beyond Instagramor TikTok. Some of the biggest songs released in 2026 are blatant throwbacks to the 1990s and Y2K. Reboots and revivals of beloved properties have flooded both big and small screens. Analogmedia, such as CDs and DVDs, have found renewed popularity among those younger than Spotify and Netflix. younger generations. Combine this unprecedented accessibility to days gone by with an increasingly turbulent present, and it makes sense why the younger, highly online generations are finding solacein the past. Naturally, marketers have noticed the nostalgia; just think back to the 2026 Super Bowl, where companies from Pepsi to T-Mobile flooded the big game with commercials that blitzed ourcollective cultural memories.But there are many more strategies brands can employ beyond the most expensive night on the primetime calendar to tap into this golden age of nostalgia. And Luminate data can help. This reportcollective cultural memoriesBut there are many more strategies brands can employ beyond the most expensive night on the primetime calendar to tap into this golden age of nostalgia. And Luminate data can help. This report utilizes Luminate consumption and survey data to explore how nostalgia informs U.S. consumers’ preferences and decision-making. As more people than ever are regularly listening to older music,this deep dive uses Luminate’s extensive music consumption data as a springboard for analyzing current consumer trends defined by nostalgia. In doing so, we provide key examples of how Luminatefindings can help brands leverage nostalgia and effectively reach consumers. Of course, nostalgia is just one of many data-driven trends on which Luminate is capable of helping marketers capitalize to get across their brand messages, from our ability to spotlight emerging artiststhey want to work with to detecting trends in growing global markets. But there’s no better time than this year’s Cannes Lions event — which annually brings together brands and platforms for anutilizes Luminate consumption and survey data to explore how nostalgia informs U.S. consumers' preferences and decision-making. As more people than ever are regularly listening to older musicthis deep dive uses Luminate's extensive music consumption data as a springboard for analyzing currentOf course, nostalgia is just one of many data-driven trends on which Luminate is capable of helping marketers capitalize to get across their brand messages, from our ability to spotlight emerging artists exploration of best practices — to zero in on the nostalgia surge that no executive can afford to ignore. Consumers ages 13-24 are increasinglyturning away from current music to engagewith songs released before they were born.CONSUMERS AGES 13-24 AREINCREASINGLYTURNINGAWAY FROMCURRENT MUSIC TOENGAGEWITH SONGSRELEASEDBEFORETHEYWEREBORN Share of U.S. consumers ages 13-24 who listen to the following decades of music the mostFAVORITE DECADE OF MUSIC, AMONG TEENS AND YOUNG ADULTSShare of U.S. consumers ages 13-24 who listen to the following decades of music the most LISTENERSHIP OF MUSIC FROM PAST DECADESShare of music listeners who strongly agreed with the statement,LISTENERSHIP OF MUSIC FROM PAST DECADES "I enjoy listening to music from past decades"Share of music listeners who strongly agreed with the statement,"I enjoy listening to music from past decades" As consumers age, they’re much more likely to say they enjoy listening to past decades of music — with Boomers the most likely, followed in orderof birth by Gen X, Millennials and Gen Z. This makes sense given that eachgeneration of listeners tends to form its preferenc