Gen Z leans heavily into nostalgia to spur music and content discovery: study0

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• July 10, 2026

The poignant pull of nostalgia hits Gen Z hardest, according to a study involving three generations of consumers in the US, UK and Australia. “Then is Now: A Study of Modern Nostalgia” surveyed 1,800 people, evenly divided between the US, UK and Australia and among Generation X, Millennials and Generation Z consumers. The study was