People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Y2K aesthetics have re-emerged into the beauty mainstream, largely due to TikTok trends and influencers. But why exactly are young social media users obsessing over retro accessories and make-up looks? And how does this interest reflect Gen Z’s approach to digital creativity in beauty and beyond?

New York subways have teamed up with some of Broadway’s best-known shows to tempt people back to theatres in a nostalgia-themed campaign. With many uncertain about returning to busy indoor spaces, a trip back to the familiar is likely to chime well with people's need for care and comfort.

From restaurant closures and the growing convenience of food delivery apps, the UK high street has suffered and many businesses have shuttered as a result. Wimpy, a fast-food chain founded in 1954, has navigated pandemic uncertainty and is reigniting people's love for nostalgic dining.

Spike Lee has once again partnered with Nike in a spot that nods to the past but stokes excitement for the next generation of athletes. While Gen Zers may have nostalgic and 'fauxstalgic' tendencies, brands can also resonate with them by facilitating their desire to transform the world.