This is just a sneak peek at the thousands of consumer insights available to CivicScience clients. Discover more data.
Are you feeling nostalgic for the past? If so, you’re not alone – ongoing CivicScience tracking show 59% of U.S. adults have felt ‘somewhat’ or ‘extremely’ nostalgic for the past in the past week. In a showdown of eras, additional data show the 1990s are the era Americans are most nostalgic for (24%), narrowly beating out the 1980s by two points (22%). The early 2000s (18%) round out the top three eras, slightly outpacing the ‘70s (17%). The least common of the eras are the ‘60s (11%) and the 2010s (8%).
Taking the data a step further in the lens of the ‘90s, entertainment – led by music (63%) – is the most common element that has ‘90s-nostalgic Americans longing for the decade, followed by movies and TV (54%).
Let Us Know: Do you miss the 90s?
’90s Nostalgia Could Make For A Powerful Tool For Brands
Brands, such as McDonald’s, have utilized nostalgia to their advantage, but how much of an impact does playing off of nostalgia specific to the ‘90s have on consumers? CivicScience data show it may be a wise strategy for brands to keep the ‘90s in their strategy – 42% of U.S. adults report they are at least ‘somewhat’ likely to purchase something because it is ‘90s inspired or uses ‘90s-themed advertising. It’s particularly enticing to the under-35 crowd, where that percentage jumps to 64% (compared to just 29% of those 35+).
Join the Conversation: Were the ’90s a cooler time?
Those Influenced to Purchase by ‘90s Nostalgia Stand out in a Variety of Ways
How do consumers who are likely to purchase something because it is ’90s-influenced nostalgia stand out from those who aren’t interested in ‘90s-inspired products?
With a strong influence among younger consumers, the enduring pull of ‘90s nostalgia represents a valuable tool for brands looking for new ways to woo consumers. As consumer interest in the era drives unique spending habits and affinity for specific stores, incorporating ‘90s-inspired elements could help brands tap into both nostalgia and a consumer segment that values experiential, era-linked branding.
