Why do we miss times that have long passed, yet fail to realize their powers, value, and meaning in the present?

And Gen Z, have you ever missed something? Something that feels like a warm echo deep in the heart? These feelings can hurt or even take the life of a person. Feelings matter deeply nowadays, in an era of technology, AI generated content, and days that seem to disappear faster than they appear.

These feelings are common today. People are creatures of memory and longing-and in the end, that’s nostalgia. We miss almost everything: times, places, or even other people. And you don't have to know this person - you can see it only on your phone screen and still long for them. Especially among Gen Z. Gen Z is particularly drawn to historical nostalgia, as it's something they carry naturally, and it’s a fascinating form of this phenomenon. Gen Z is primed for this; the digital saturation of their daily lives and the unprecedented exposure they have to the past online has given them instant access to a world of new and different ideas, values, and expressions. The eras that reigned before their time-from the glamour of the 1980s to the grunge of the 1990s-are now touchstones for Gen Z's self-expression.

In a world shaped by technology, people can know about life in different times, so they literally have the ability to mentally time travel. By immersing themselves in the aesthetics, rituals, and traditions of these periods, they feel connected to something larger than themselves, grounding themselves in a world where stability can seem elusive.

What is nostalgia? Interestingly, the word "nostalgia" literally means "homesickness." It's of Greek origin. The term was first coined in 1688 by Johannes Hofer, a Swiss medical student, to describe the homesickness felt by soldiers. However, people felt nostalgia long before there was a word for it. It's not a modern phenomenon-its roots are deeply embedded in human history. The word "nostalgia" is born of two Greek words: νόστος (nóstos), meaning "homecoming," and ἄλγος (álgos), meaning "pain." It's a relatively modern term, but the emotion itself is ancient. It's a sentimental longing or wistful affection for the past-typically a period or place associated with happiness. It's the desire to go back to something-though often, we can't. It's the ache of wanting to return to a time, a place, or a person that once brought us comfort or joy. Nostalgia is often linked to longing for times, possibilities, and events-especially the so-called "good old days" or a "warm childhood." Due to cognitive biases like rosy retrospection, people tend to see the past more positively than the present. When it comes to society as a whole, this is called declinism: the belief that things were better in the past and are now in decline. Some call this a trick of the mind; others, a comforting emotional defense when the present feels uncertain or disappointing.

Scientific research on nostalgia often focuses on personal memories and their emotional effects. Emotions play a huge role in triggering nostalgia, since emotional stimuli are processed in the amygdala-the brain's emotional center. These memories often involve significant events, beloved people, and meaningful places. Cultural phenomena like music, movies, TV shows, video games, and social media-as well as natural elements like seasons or weather-can also trigger intense nostalgia. Emotion is a strong provoker of nostalgia due to the processing of these stimuli first passing through the amygdala, the emotional seat of the brain. These recollections of one's past are usually important events, people one cares about, and places where one has spent time. Cultural phenomena like music, movies, TV shows, video games, and social media, as well as natural phenomena like weather and environment, can also be strong triggers of nostalgia.

That feeling is discussed often in media like TikTok, Instagram, music, TV shows, films, etc; these trends are just talking about feelings. We feel it almost everyday, just in different ways. Some people feel nostalgia when they watch their favorite childhood films, cartoons or TV shows-that can make them feel happiness, and it results in increasing one's mood and heightening positive emotions. These can stem from feelings of warmth or coping resulting in nostalgic reflections; it's memories from childhood, those happy and warm days, the days when the world hit differently.

Gen Z loves nostalgia. Feeling sentimental over things from the past is not a new phenomenon, nor is it an emotion reserved only for Gen Z. But it’s spread to everyone, especially judging by the amount of coverage on the topic, because Gen Z was exposed most to it-at least, more than other generations. The demand for nostalgia on Tik Tok is booming.

So I can say, at some point, Gen Z became occupied with nostalgia. Using face values, what appears to be different is the scale of interest and speed of change through the eras. Some influencers put trend cycles around 20-30 years (when people get nostalgic for their childhood). But that has gone out the door. Nowadays is not a special aesthetic and era that everyone gets nostalgic for. This obsession with past times can be explained by the "Tiktok-ification" of nostalgia, which allows and makes it easy for old fads to trend and spread like wildfire. Gen Z grew up in and through really changing times-they’ve lived through social upheaval, climate change, and a global health crisis-and this is only globally; some have experienced war and more difficult challenges.

The research of Deloitte highlighted that half of Gen Z feel anxious or stressed, all or most of the time. Gen Z has to deal not only with concerns about the world and society, but with their own pragmatic concerns. This generation holds deep uncertainty about the future, and they are carrying that heavy burden of time running out. And not most-but still some-representatives of the generation are growing up expecting the world to get worse in the future-not better. If ever there was a generation in need of warm feelings, Gen Z is it. And, empirical research has showed the power of nostalgia in invoking strong feelings of security and comfort. So, nostalgia can help in times of uncertainty-acting as a time machine to whisk them away from the pressures they are currently facing.

So, Gen Z is not nostalgic only for their own limited childhood memories. They often romanticize cultures and eras they've never lived through-seeking connection through fashion, music, aesthetics, and even outdated technologies. From Urban Outfitters' retro collections to secondhand shopping, vinyl records, and disposable cameras-this yearning for the past is more than a trend. It taps into a deeper emotional need. Surprisingly, looking backward can actually help us look forward. Studies show that nostalgia can spark optimism, boost meaning, and reduce existential boredom. It provides a buffer against uncertainty and can even increase a sense of purpose.

Now, Gen Z is pushing nostalgia into new territory-what some call "newstalgia" (new +nostalgia). This isn't about idealizing the past, but rather drawing inspiration from it to create something original and contemporary. Instead of recreating what once was, Gen Z is remixing the past into something that reflects today's challenges and tomorrow's dreams.