Brands reinterpret the past to conquer generation Z
Six out of ten young people feel nostalgic for eras they have never lived through: heritage thus becomes a positioning lever.
Yahoo, a tech company born in 1994, is attempting to become appealing to younger generations through a new strategy. The company's CEO, Jim Lanzone, has partnered with rapper Cardi B to promote Yahoo Mail's AI-based assistant, Planner. This move is part of a larger trend where brands are leveraging their history and nostalgia to connect with younger consumers.
Research shows that 65% of Gen Z experience nostalgia for eras they didn't live through, and are willing to pay for access to old brands. Several companies, including Polaroid, Swarovski, and Coca-Cola, are using their heritage to appeal to younger generations.
Written by urgent.news from Il Sole 24 Ore's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
