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

By Cynthia Littleton

Cynthia Littleton

Business Editor

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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 U.S., U.K. and Australia and among Gen X, Millennial and Gen Z consumers. The study was commissioned by Vevo, the music video streaming service owned by Sony Music and Universal Music Group.

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