New research highlights how shared nostalgia strengthens emotional engagement across generations.
Photo credit: Vevo – Official
Vevo has expanded its Vevo Evolve advertising platform with a new nostalgia-based buying capability, allowing brands to target audiences through culturally significant music video moments. The announcement is supported by the company’s new ‘Then is Now’ research, which explores how nostalgia influences consumer behaviour across Gen Z, Millennials, and Gen X.
Surveying nearly 2,000 consumers across the US, UK, and Australia, the study found that 60% of respondents identify with “shared nostalgia,” while 65% of Gen Z experience “borrowed nostalgia” for cultural moments they did not live through. According to the findings, nostalgic content helps brands build stronger emotional connections, re-engage audiences, and strengthen relationships with long-standing customers compared to campaigns focused solely on new releases.
The report also highlights the growing role of retro-inspired visuals and aesthetics in contemporary music videos, creating new opportunities for advertisers to connect with audiences through familiar cultural references. At the same time, Vevo notes that premiere moments remain an important part of a balanced strategy, combining immediacy with the lasting appeal of catalogue content.
The new capability is now available through Vevo Evolve, alongside the full ‘Then is Now’ research report.
Download the full report here.
