Why Millennials Love Nostalgia

And how blasts from the past can help you communicate with them

An alert popped up recently on my iPhone: I’d been “tagged” in an Instagram of Prosecco and fancy cupcakes. “Celebrated last day of college in Prof. Quigley’s class,” read the caption, with the hashtag “#tbt.” Millennials love to post that hashtag, short for “throwback Thursday,” with old photos.

Whether it’s throwback Thursday, Nickelodeon’s The Splat with TV shows from the ’90s, adult coloring books or sleep-away camps for grownups, millennials love to wax nostalgic. Every generation likes to look back at happy memories because they make us feel better. But doesn’t nostalgia mean old, not new?

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