ADWEEK Advantage is part of a new series where every month, our top editors interpret what happened in each vertical and what it means for the future.
ICYMI, brands can’t stop raiding the Y2K archive.
In July alone, Gap took Hailey Bieber back to 1996 to sell low-rise jeans, Pizza Hut launched a throwback value menu featuring ‘00s classics, like $3 personal pan pizzas, and Bath & Body Works tapped Lizzie McGuire star Hilary Duff as ambassador for its Fruit Fusion range.
They’re all chasing Gen Z, consumers born between 1996 and 2010. Per a recent study from music video platform Vevo, 65% of this demographic feel “borrowed nostalgia” for periods they never fully experienced, compared to 55% of Millennials and 54% of Gen X.
