Gen Z Leans Hard into Nostalgia to Spur Music and Content Discovery: Study

▶ Variety Jul 10, 2026 Jul 10 👁 4 views

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The heart-tugging pull of nostalgia tugs hardest on Gen Z, according to a study involving three generations of consumers in the U.S., U.K. and Australia. “Then is Now: A Study on Modern Nostalgia” surveyed 1,800 people, evenly divided among the… The heart-tugging pull of nostalgia tugs hardest on Gen Z, according to a study involving three generations of consumers in the U.S., U.K. and Australia. “Then is Now: A Study on Modern Nostalgia” surveyed 1,800 people, evenly divided among the…

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