{
  "id": 6618063,
  "title": "Brands reinterpret the past to conquer generation Z",
  "url": "https://urgent.news/2026/09/10/i-brand-reinterpretano-il-passato-per-conquistare-la-generazione-z",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-10T17:01:25.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/i-brand-reinterpretano-passato-conquistare-generazione-z-AJJi9e1"
  },
  "original_language": "it",
  "account": "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.",
  "summary": "Six out of ten young people feel nostalgic for eras they have never lived through: heritage thus becomes a positioning lever.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}