CURATED READS FOR GEN Z—AND THEIR Z-CURIOUS COLLEAGUES

first up

Maybe you’ve seen one of the recent TikTok trends where people post videos flashing back to pictures of their younger selves. This week, in a #throwback—remember when that was a thing?—to yesteryear, we’re talking nostalgia and Gen Z. 

Nostalgia is big these days—#nostalgia and #y2k both have tens of billions of views on TikTok, and Gen Z can’t get enough of ’90s fashion trends. We’re combing racks for low-rise jeans, and the luxury resale market is surging: it was worth $25 billion to $30 billion in 2020 and is expected to grow by 10 to 15 percent every year for the next decade.    

Thrifting fits with both Gen Zers’ style goals and their commitment to sustainability through supporting circular fashion—plus, it takes advantage of the $500 billion to $1 trillion of luxury items sitting in peoples’ closets. And even athleisure (often reminiscent of ’80s workout apparel) is gaining ground.  

But the passion for nostalgia runs deeper: into music, trends, and attitudes. Some believe that Gen Z is yearning for a “simpler time”—one that didn’t pose the issues of climate change, rapidly rising inflation, and global unrest. In some places, inflation has doubled projected rates this year, posing a grim outlook for people just entering the economy, and consumers young and old are reacting to the stress of rising prices. 

Gen Z is also at the forefront of the behavioral-health crisis, as its members report having the least positive outlook on life. So familiarity—like the shows and movies you watched as a kid—can be comforting.

When looking ahead seems scary, it can be easier to look backward. Maybe the nostalgia push is just a form of self-care, but at least we’ll go through it with a great soundtrack. 

Are you looking back or looking forward? Tell us at newideas@mckinsey.com.

VISUALIZE IT 

As inflation rockets ahead, causing concerns for the future, many trends are looking backward. 

Wait, don’t scroll 

It’s preloved. This episode of the McKinsey on Start-ups podcast talks to the CEO of major secondhand fashion collective Vestiaire on why the clothes of the past are the commerce of the future. 

Beautiful future. Sometimes it’s good to look back—blue eyeshadow, anyone?—and sometimes a fresh take is well overdue. Meet the beauty executives (Tracee Ellis Ross, Lisa Price, and more) who are causing waves by catering to the long-underserved Black consumer. 

Roll credits. Stacey Sher, producer of Pulp Fiction and Erin Brockovich, shares her insights on the future of film (are theaters coming back?) and how to get young people to see movies in person—including her vision of cinemas in 2030. 

Not us; still great 

Juicy details. Here are some of the clever ways brands are tapping into Gen Z’s love for nostalgia, from velour tracksuits to trending ’80s tracks; plus, why the generation is so primed for looking back. [Fast Company]

Economic nostalgia. Some Americans are reminiscing fondly on the days of stimulus checks from the early pandemic, as the effects of COVID-19 linger and inflation is rearing its head. [WaPo]

LOOK FORWARD, NOT BACK

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CROSSWORDS HAVE ALWAYS BEEN COOL

— Edited by Sarah Skinner, Gen Z curation editor, New York