You are just going about your day as usual, and suddenly, you hear the jingle of Vicco Turmeric. You are instantly taken back to your childhood, sitting in front of the television, waiting for the commercials to end, yet vibing to the catchy jingles. Old cartoons, snacks, movies and even advertisement jingles have become a factor of nostalgia for us grown-ups. But with the rise of social media, today nostalgia is no longer just a feeling; it has become content. Instagram and TikTok/Reels constantly recycle old songs, advertisements, TV shows, toys, fashion and technology. People aren't just remembering their childhood privately; they're publicly performing and sharing nostalgia. One person's childhood memory can become a viral trend among millions. But have we ever questioned why a 15-second clip of an old TV serial sometimes gets more emotional engagement than something happening today?
Why Does Everyone Think Their Childhood Was Better?
Ask anyone about their childhood; chances are you’ll mostly hear about the amazing memories: the summer holidays, playing outside until the streetlights came on, watching cartoons after school, or eating their favourite snack. They probably won't remember the boring afternoons, the homework, arguments with parents, or being told they couldn't go out. That's because nostalgia has a selective memory. We don't remember the exact moments, but how those moments actually made us feel.
The good old days effect:
There are a few reasons childhood can seem better looking back. Childhood came with fewer responsibilities and lots of fun and exploration. A summer afternoon felt endless because there were no deadlines, bills or career decisions to make. Experiences felt new, making ordinary things like getting a favourite snack, watching a cartoon after school without anyone interrupting or just playing outside feel more memorable. We also had less awareness of the constant stream of bad news and social pressures that surround us today. As grown-up adults, it is easy for us to compare the complexity of the present with our past memories, which were simpler. Maybe we don’t miss the 2000s. Maybe we miss being 10.
Every Generation Has Its Own Nostalgia:
The feeling of nostalgia is not reserved just for the millennials ot the older generation who are grown-ups now, but it applies to Gen Z too because even they have already entered their adult phase. Every generation has something to look back on. Millennials grew up with Cartoon Network, CD/DVDs, Orkut, Nokia phones, school summer vacations, Harry Potter, early YouTube; whereas early Gen Z had Musical.ly, early Instagram, Pokémon, Tumblr, lockdown-era internet culture, specific childhood YouTubers. The younger Gen Z and Gen Alpha are already nostalgic for early Roblox, old Minecraft, childhood YouTube, discontinued games and even older versions of apps.
This shows that nostalgia is getting younger, and you need not be 40 to say, “Things were better when I was a kid.” You can still miss the older version of things that you grew up with. Digital childhoods can also stir nostalgia, even though they seem very different from the childhoods of previous generations.
Nostalgia Has Become a Business:
Today, nostalgia isn’t just something that people feel; it has become something brands sell back to them. Old brands are bringing back versions of discontinued products, fashion trends from the 90’s and the 2000’s are circling back and even remakes or re-releases of old shows and movies are becoming more prevalent. Retro packaging is very popular amongst many brands today, and old evergreen songs can be heard in many cafes and obviously on social media through reels.
Why Nostalgia Makes Us Buy
The main reason why many buy such products is that it gives us an emotional connection to the things that are no longer found today. You're not necessarily buying the product itself; you are buying a feeling associated with it. A chocolate, toy or perfume can become a portal to a particular period of your life. Nostalgia is one of the few marketing strategies where the product being sold isn't really the product; it's a memory.
Are We Nostalgic Because the Present Feels Uncertain?
Perhaps the rise of nostalgia says a lot about not only the past but also about the present. We are currently in a world where constant notifications, doomscrolling, pressure of academics and career, economic uncertainty, and other never-ending problems dominate. Due to the rapid change in technology, even the things that felt new a few years back can turn outdated, while the past can feel predictable and safe.
This might explain why old songs, childhood shows and movies, photographs or even outdated technology can suddenly feel warm and comforting. These remind us of a time when there were fewer things to worry about, and life seemed easier. However, nostalgia can be a double-edged sword, as it can offer comfort and connection but can also make us romanticise a past that was far from perfect. We can cherish the memories without convincing ourselves that the past was better than the present.
Ending with a Note:
Maybe we don't want our childhood back; we just love the idea of having fewer responsibilities and living with things that gave us comfort rather than anxiety. Maybe every generation eventually looks backwards. The things we call “the good old days” are often just ordinary days that we didn't realise we'd miss. One question that we can ask ourselves today is: What parts of your current life will you be nostalgic for ten years from now?
