Gen Z's Nostalgia for the 2010s Fuels Trends in Music and Affordable Luxuries
Gen Z's fascination with the 2010s is driving trends in music and affordable luxuries, according to recent reports. Spotify experienced a 790 percent increase in 2016-themed playlists in January alone, signaling a desire to recapture the "feel good vibes" of that era, according to Vox. This nostalgia extends beyond music, influencing consumer choices in areas like fashion and technology, with a renewed appreciation for accessible, high-quality products reminiscent of the decade.
Daysia Tolentino, journalist behind the newsletter "Yap Year," has been chronicling online affinity for the 2010s for almost a year, according to Vox. Tolentino's work highlights how Gen Z blends all of the years between 2010 and 2019 into one big feeling.
One area where this trend is particularly evident is in the resurgence of affordable watches. Multiple news sources highlight a "golden age" for timepieces under $350, where brands are combining reliable movements with luxury-inspired designs, offering versatility for various occasions. This era showcases excellence in fundamental watchmaking, providing a diverse selection of high-quality timepieces, including dress watches and collaborations, at accessible prices, according to Wired.
Wired noted that consumers don't need a four-figure Swiss movement to know what time it is or look good doing it. Brands have learned to take design cues from luxury timepieces while quietly getting very good at the fundamentals: reliable movements, thoughtful materials, and proportions that don't scream cheap.
The availability of prepaid phone plans also reflects a desire for flexibility and affordability, mirroring the 2010s emphasis on value. Prepaid cellular service allows users to pay in advance for network access without being tied to long-term contracts, according to Wired. This contrasts with postpaid subscription plans, offering freedom to leave at any time.
This wave of nostalgia isn't limited to material goods. The desire for connection and shared experiences is also apparent, as seen in the popularity of date-night boxes designed to help couples connect deeper. Wired tested 10 popular date-night boxes, finding options ranging from adventure challenges to card games designed to spark discussion.
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