This topic is a part of a larger project. I will later supplement it with a survey done with Gen Z. When writing, you don’t need to define nostalgia. Research about why and how Gen Z is experiencing nostalgia (I read that you most often experience nostalgia as a high-teen or a young adult (which Gen Z currently is), that Gen Z uses nostalgia as a form of escapism from being bombarded with messages in the digital world, things like that. Research how the use of nostalgia in branding and marketing affects Gen Z’s buying behavior, brand awareness, perception, and loyalty… If you can, conclude how nostalgia affects brand equity with the Gen Z demographic.
Gen Z’s Perspective on Nostalgia and its Effectiveness in Branding and Marketing
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