As Irish author and poet Oscar Wilde once said, “Memory is the diary we all carry with us.”
Even as people grow older, those childhood memories continue to pull at everyone’s hearts. Today, the pull has become a powerful marketing tool for companies to connect people to the more carefree moments that shaped who they are.
Across pop culture, the revival of the 90s and 2000s is impossible to miss. Fashion trends have started to come back like they do every couple of years, but the nostalgia wave stretches far beyond clothing. From music production to retro technology, the past has become the present once again.
Music from the early 2000s still resonates with students today. Cameron Johnson loves the bold production of hits like “Get Ur Freak On” and “Toxic,” noting their unique instrumentals. Arshpreet Kaur finds nostalgia in artists like Paramore and Britney Spears, while Bethany Velazquez praises Michael Jackson’s timeless storytelling and musical variety. Joshua Georges added that early 2000s hip hop had genuine vibes and music videos that felt cinematic. He believes the lyrics told real stories unlike today’s trend driven tracks.
For all four of these Baruch students, nostalgia and emotional connection keep these songs alive, as reflected in Yardbarker’s roundup of 2000s hits.
Fashion is another area where nostalgia thrives. Johnson sees Y2K’s return as part of a 20-year trend cycle where styles constantly reinvent themselves. Kaur views it as a bold alternative to today’s minimalist fashion, celebrating its fun and expressive nature.
Velazquez credits influencers and celebrities for driving the comebacks while Georges highlights the personality of past styles like baggy jeans, shiny fabrics and bold colors. He believes social media allows people to remix old looks with modern flair. As LDN Fashion reports, Y2K fashion is back with a blend of retro charm and futuristic optimism.
Old shows and movies are more than entertainment, they’re emotional anchors. Johnson replays “Sex and the City” for comfort despite its outdated jokes, while Kaur finds joy in rewatching “Legally Blonde,” “Gilmore Girls” and “Criminal Minds,” referring to the shows as “timeless.”
Velazquez watches 90s and 2000s shows to reminisce and feel grounded. Georges prefers classics like “The Fresh Prince of Bel-Air” and “Boy Meets World,” saying they prioritized pure entertainment over politics.
Brands know exactly what they’re doing and it’s working. The BBC explains that nostalgia marketing taps into a person’s longing for simpler times, especially in a post-pandemic world. Johnson admits buying DVDs of old shows just to relive memories. Forbes notes that nostalgia marketing works because it aligns emotion with brand strategy.
When asked what they’d love to see return, each student had a unique wish. Johnson hopes Lucky 7 bags make a comeback, calling them “so cute.” Kaur wants disposable cameras back for their nostalgic feeling and unique look. Georges, who is a photography enthusiast, hopes vintage cameras return to make every shot feel cinematic.
These items aren’t just trends; they’re sentimental. In a world that moves quickly and often feels uncertain, the past offers comfort, creativity and connection. Whether through music, fashion or film, the early 2000s reminds everyone that sometimes the best way to move forward is by acknowledging what gave you joy as a child.
