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During this year’s Superbowl, Hellmann’s released an ad called “When Sally Met Hellmann’s,” reuniting Meg Ryan and Billy Crystal in a recreation of an iconic scene from Nora Ephron’s classic rom-com, “When Harry Met Sally,” which was released in 1989. Similarly, the sensational thriller classic, “Jaws,” released June 20, 1975, is set to celebrate 50 years this summer with multiple events including a National Geographic documentary on the movie production.
Speaking of other revivals, fashion styles like baggy/bootcut jeans (think Kendrick Lamar at the Superbowl) and platform shoes are viral nods to 1990s’ and 2000s’ trends making a comeback.
And my personal favorite: a rise in vinyl record sales. Vinyl album sales grew almost 300% from 2016 to 2023, according to data from music and entertainment analytics company Luminate.
Throwback culture isn’t a random coincidence but a reflection of personal, social and economic forces we will continue dealing with for years to come.
Whenever I watch reruns of hit shows or movies from previous decades — “Friends,” “I Love Lucy” or “My Cousin Vinny” — I remember the times I enjoyed watching them with my family. I love the sense of nostalgia washing over me, providing comfort after a long day and a reliable source of entertainment. I love noticing how the dialogue, references and comedy style differ from today, and it is equally welcome and feel-good. Likewise, I relish the predictable nature of such content because it always feels right and there when I’m indecisive. In retrospect, this reliance on nostalgia is a viable coping mechanism and raises a question about whether I am growing with the characters or staying in a comfort zone.
In those lapses between reruns, I notice myself becoming used to a certain type of plot, character conflict and lack of emotional drama. That’s not necessarily bad, and I will disagree with anyone who says “My Cousin Vinny” doesn’t warrant a rewatch. But in sticking to what I know, I’m not learning anything new, setting expectations or challenging themes in entertainment. If we refuse to stop watching the past, we’re not able to embrace new stories, listen to other perspectives or try new things even if it’s just what we’re watching during dinner time.
This practice on a communal level has mass implications. If marketers and companies continue capitalizing on nostalgia-driven trends, it’s not just our Instagram and TikTok feeds that will change. More and more current microtrends like butterfly clips and aesthetic compilations are evolving into “Songs that Defined My Childhood” videos and the “Childhood Photo Challenge”— where TikTok users compare former and current pictures of themselves to show reflection — and overall influence identity. Companies like Coca-Cola and Pepsi are bound to increase campaigns with their own retro product refitting and the movement continues.
While that’s a pretty picture, too much throwback culture can stifle one’s ability to connect authentically or embrace something new, regardless of whether it’s a social media user or a conglomerate brand. Not everything from the past has aged well, and who’s to say companies won’t use those outdated messages? For instance, we used to thrive in an environment of stereotypical humor, a “boys will be boys” mentality and unflattering trends like low-cut jeans just because skinny was deemed the ultimate beauty standard.
We must acknowledge this wasn’t good for our cultural landscape and prioritize being aware of how nostalgia and throwback culture influence your spending habits. Are you memorializing something that provides comfort and happiness? Or is it something problematic?
Generally speaking, throwback culture offers communities and generations with the means to reflect and bask in nostalgia. Revisiting the past can help with personal growth just as much as it can keep us in a comfort zone. However, as this trend grows, it poses a question about whether we are still able to connect authentically and try new things. If throwback culture doesn’t age well and companies or social media influencers continue to proliferate these messages, we’re cultivating a problem on a mass level. And in terms of economics, products marketed on throwback culture have been proven to be good and bad.
At the end of the day, I say celebrate popular culture and nostalgia but recognize the merits in cultural evolution and understand the implications of what you’re choosing to consume whether it’s a throwback product, film or philosophy.
Meghana Rachamadugu (she/her) is a senior studying marketing and business analytics and pursuing a minor in French.
