47% of Gen Z reject half-hearted corporate revivals; self-affirmation (36%) is the driving force behind nostalgia consumption. Z-SOZOKEN (Gen Z Creativity Research Institute) conducts a survey on Gen Z's awareness of nostalgia marketing.

Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank operated by the Gen Z-focused creative company Fiom LLC (Headquarters: Shibuya, Tokyo; Representative: Yohei Takeshita) that analyzes the realities and values of the generation, has announced the results of its 'Survey on Gen Z's Awareness of Nostalgia Marketing,' conducted among Gen Z individuals (ages 18-24) nationwide.

In recent years, past cultures such as 'Heisei Retro' and 'Y2K' have become major trends on social media, establishing themselves as a new consumption pattern for Gen Z.

For Gen Z living in a high-stress modern society, 'nostalgia' is not merely an interest in old things, but a key concept for reflecting on their origins and finding peace of mind.

While many companies are focusing on this 'nostalgia' by launching revived products or retro-style promotions, superficial imitations that lack respect for the original culture are often seen through immediately. This has led to cases of 'misalignment,' where such efforts invite cynicism or distrust toward the brand.

Against this backdrop, Z-SOZOKEN, a research institute specializing in Gen Z that uncovers new insights through the perspective of the generation itself, conducted this survey to elucidate the deep psychology behind how Gen Z finds value in 'nostalgia marketing' and what they expect from companies and content creators.

Researchers who are Gen Z individuals with diverse backgrounds conducted the survey, analyzing their real perspectives and honest opinions regarding corporate product development and advertising.

Based on a 32-page research report, the study examined the reality of 'nostalgia consumption' driven by Gen Z's search for spiritual fulfillment.

'Survey on Gen Z's Awareness of Nostalgia Marketing' Summary

The heart of nostalgia is the 'late 2000s.' 45% of Gen Z feel nostalgic for their 'elementary school days.'

The era that Gen Z finds most nostalgic is the 'late 2000s (around elementary school age),' cited by 45% of respondents. This was followed by the 'early 2010s (around junior high school age)' at 29%, showing that they feel the most nostalgia for eras based on their own real, formative experiences.

Nostalgic time is 'energy charging.' 52% of Gen Z find spiritual peace by looking back at the past.

52% of respondents stated that when they feel 'nostalgic,' it is a time to 'purely enjoy happy memories and recharge energy.' Additionally, 20% answered that it is a 'time to look back at the origins that shaped who I am today and reaffirm myself,' functioning as a space for mental recovery and self-affirmation.

Nostalgia consumption is an evolution of 'splurge buying.' 27% of Gen Z purchase items for a sense of 'revenge achievement.'

The biggest deciding factor for purchasing products triggered by nostalgia is 'wanting to reconstruct the version of myself that liked or knew this' (self-affirmation).