The Recency Bias

TikTok is a time machine. Teens “discover” things like cargo pants and Kate Bush as if they’re the first to encounter them. Welcome to the Recency Illusion, where decades-old products, concepts, or personalities suddenly feel novel to a new audience. So, what’s old is new again when a new generation gets ahold of it. Take Stüssy, a brand that dominated the 90s mall scene, recently resurrected from retail purgatory and is now beloved by Gen ZAs. What was once a teen staple is the latest “it” brand—all without Stüssy lifting a finger. Now, let’s talk music for a minute. Stranger Things propelled Kate Bush’s 1985 banger “Running Up That Hill” back into the limelight as if it just dropped on Spotify. What does this all mean? The Recency Illusion is more than mind play. It’s an opportunity for brands to tap into something powerful—intergenerational connection by way of nostalgia. Think of the re-release of historical American Girl characters, where parents and their kids bond over dolls that, in some cases, outdate the internet itself. The sweet spot? Positioning yourself in a way that feels nostalgic to one group but fresh to another. Nostalgia creates an emotional connection (the good stuff), and novelty keeps it feeling relevant. And while using nostalgia as a strategy is nothing new (wink), what people are nostalgic for is constantly updating.

Curious about what’s driving today’s nostalgia? Check out our Newstalgia report.

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