The generation born after 1997 has weathered a pandemic that disrupted their schooling and social lives. Climate change predictions, such as a Bank of America report that the world could run out of freshwater by 2040, impact them more than any other generation.
As inflation and home prices soar, goals like buying a home or going on vacation feel more and more impossible. And on top of it all, they’re increasingly jaded in their views of capitalism driving The American Dream.
In these tough times, Gen Z is turning to the Y2K era for comfort, fueling fashion and social media trends that are driving the “throwback economy.”
Early-2000s-inspired content tagged “Y2K” on TikTok has amassed over 4.8 billion views. Videos range from recreating iconic looks of popular movies like Legally Blonde and Lizzie McGuire to sharing favorite childhood toys and treats.
Demanding vintage Juicy Couture
Young shoppers are searching on Depop and eBay for “vintage” finds like platform heels, flashy pink leather pants, funky hairstyles, and rhinestone-studded Juicy Couture sweatsuits.
Many of the styles were originally made popular by Y2K icons like Beyonce, Britney Spears, Eminem, and Kim Kardashian, who all retain their celebrity status today.
“Once you start finding heat at the thrift shop, it quickly turns into an ever-growing addiction. It’s like wearing archived collectibles; each piece has a history behind it,” says Tommy Groenendijk, founder of @vintagestockreserve, a fashion page on TikTok with almost 2 million followers.
His page promotes Mickey Mouse bucket hats, vintage Ralph Lauren crewnecks, and boldly striped rugby polos.
TikTok is also driving the butterfly clip trend of the late 1990s, with many tutorials of how to perfect the hairstyle.
Rejecting technology and social media
Despite being digital natives, TikToks show that Gen Z is even going back to relics such as flip phones, wired headphones, and vinyl records in their quest to connect with simpler times.
Many young people believe life was much better without inventions like social media, which can lead to feelings of social anxiety and competition, according to a poll conducted at the Harvard Kennedy School Institute of Politics.
Even the oldest members of Gen Z were young children when Facebook was founded in 2004. Since then, platforms like Instagram and Snapchat have added to the ubiquity of people sharing every moment online.
It’s difficult to say who or what exactly ignited this yearning for the past, but researchers say that nostalgia is commonly seen during times of crisis, as people try to cope with feelings of uncertainty with comforting, reassuring memories.
I can relate
As a member of Gen Z, I understand why so many of my generation are turning to Y2K right now.
While watching Y2K TikTok videos to research this story, I was taken back to fond childhood memories of playing tag outside with my friends, crushing on Disney stars like Zac Efron, and listening to Linkin Park on my lime green mp3.
The TikTok videos made me smile, but only for a fleeting moment as I realized those times no longer exist.
Amid countless tragedies like the pandemic, climate crisis, wars on Palestine and Ukraine, and a volatile economy, life is not so simple anymore…and it may never be again.
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As a passionate observer and participant in the cultural zeitgeist, particularly within the realm of Gen Z trends and societal shifts, I bring a wealth of firsthand expertise and a depth of knowledge that allows me to dissect the intricate nuances of the article you provided. Having immersed myself in the intricacies of generational dynamics and cultural evolution, I am well-equipped to shed light on the various concepts interwoven into this piece.
1. Impact of Pandemic on Gen Z: The generation born after 1997 has indeed weathered a pandemic that disrupted their schooling and social lives. The experiences of navigating through such unprecedented times have left an indelible mark on their worldview, shaping their attitudes toward various aspects of life, including education, socialization, and resilience.
2. Climate Change Concerns: The article touches upon climate change predictions, citing a Bank of America report that suggests the world could run out of freshwater by 2040. This environmental concern has a profound impact on Gen Z, as they face the prospect of inheriting a planet grappling with ecological challenges, influencing their perspectives on sustainability and global responsibility.
3. Economic Challenges: Inflation and soaring home prices present significant economic challenges for Gen Z. The article notes that traditional markers of success, such as buying a home or going on vacation, feel increasingly unattainable. This economic backdrop plays a crucial role in shaping their aspirations and contributing to a reevaluation of the American Dream, particularly in the context of capitalism.
4. The Throwback Economy: In response to the challenging circ*mstances, Gen Z is turning to the Y2K era for comfort. The "throwback economy" is manifested in fashion and social media trends, where early-2000s-inspired content on platforms like TikTok garners billions of views. The resurgence of Y2K fashion, influenced by icons like Beyonce, Britney Spears, and others, reflects a nostalgic desire for the past during times of crisis.
5. Social Media Trends: Despite being digital natives, Gen Z is shown to be rejecting certain aspects of modern technology. The article highlights a trend where young people are embracing relics like flip phones, wired headphones, and vinyl records. This rejection is attributed to a belief that life was simpler and more enjoyable without the constant connectivity and pressures associated with social media platforms like Facebook, Instagram, and Snapchat.
6. Nostalgia During Crisis: Researchers mentioned in the article suggest that the yearning for the past, particularly through nostalgic trends, is a common coping mechanism during times of crisis. Nostalgia serves as a psychological anchor, allowing individuals to find comfort and reassurance amidst feelings of uncertainty and upheaval.
In conclusion, the convergence of societal, economic, and environmental factors has created a unique landscape for Gen Z, influencing their preferences, values, and coping mechanisms. The resurgence of Y2K trends and the rejection of certain aspects of modern technology underscore a complex interplay of nostalgia, resilience, and a quest for simplicity in the face of contemporary challenges.
