The science behind our obsession with nostalgia

There’s a reason why Y2K and flares will always make a come-back

The movie "Clueless", written and directed by Amy Heckerling. Seen here from left, Brittany Murphy (as Tai), Alicia Silverstone (as Cher Horowitz) and Justin Walker (as Christian). Theatrical wide release, Friday, July 21, 1995. Screen capture. Paramount Pictures
(Image credit: Getty Images / CBS Photo Archive / Contributor)

Nostalgia is everywhere. Whether it's in the reruns of Friends we watch or the 90s fashion trends that we love—even more so the second time round—there is a hint of nostalgia in nearly everything we do. 

Further enhanced by the pandemic, nostalgia has become omnipresent for many of us as we've been suspended in time—stuck, if you will—unable to make new memories or new connections. So instead—naturally—we've been longing for a world pre-Covid where kisses with strangers didn't seem like a gamble and where the only list we were concerned with was the guestlist for the opening of The Standard.  

If you're anything like us, you've found yourself watching repeats of beloved TV shows, 90s movies, or those movies you loved when you were a child and there's actually a scientific reason why—simply put, Nostalgia makes us feel good. 

Lisa Kudrow as Phoebe Buffay, Jennifer Aniston as Rachel Green, Kristin Davis as Erin, star in NBC's comedy series "Friends" episode "The One With Ross's Library Book." Phoebe and Rachel befriend Joey's new love interest, "Sex and the City's" Kristin Davis guest-stars.

(Image credit: Getty Images / Handout / Warner Bros. Television)

What’s the science behind nostalgia?

According to psychologist research, nostalgia or positive memories activate reward pathways in the brain, they release chemicals that make us feel good. Because of this, we want to think about these memories again—to get that good, chemical feeling. There’s also no age limit on this—research from GlobalWebIndex found that the feeling of nostalgia affects all of us, old and young.

Accessing nostalgia has never been easier than it is today, our phones are a treasure trove for nostalgic moments, from listening to old songs to Pining a 90’s outfit inspo pic on Pinterest. 

Nostalgia is a weird one—because it doesn’t just apply to moments you’ve lived, you can feel the feelings for decades well before you were born. For example a picture for 60’s Woodstock, or watching Britney’s Oops! I did it again music video, will make you feel that sort of longing, comforting feeling. It’s a form of escapism and distraction.

Britney Spears In Concert - July 7, 1999

(Image credit: Getty Images / Debra L Rothenberg / Contributor)


The researchers also found that nostalgia is deeply personal, they said: ‘Memories of childhood or teenage years was the top reason why consumers remember feeling nostalgic about something in the last year, although specific personal memories also score highly—especially for the oldest consumers. Millennials were most likely to say they’d felt nostalgia due to feeling connected to others."

Nostalgia in fashion 

As humans, we love nothing more than a snapshot of the past, just look at our obsession with the Halston Netflix series but fashion never stays still, there’s a different look for every season but we see call-backs to different decades re-emerge all the time. The likes of slip dresses, flares, scrunchies, mullets, and mom jeans always seem to come back around, and this is because they remind us of fun or iconic moments of the past. 

They can also have more of a personal connection, we for example always get a warm feeling when our parents say, ‘I used to wear trousers like that when I was your age.’

In a weird way, it can make you feel closer to loved ones, especially when they’ve kept vintage items of clothing from their 20s which are now back in fashion—thanks, mom.

Models Naomi Campbell and Kate Moss attend the De Beers/Versace 'Diamonds are Forever' celebration at Syon House on June 09, 1999 in London.

(Image credit: Getty Images / Dave Benett / Contributor)

Nostalgia in Brands

So many brands pull on our nostalgic heartstrings. Most recently Burger King returned to the retro logo, we also have drinks like Coca-Cola and Pepsi with their retro glass bottles (which really do taste better—or is that the nostalgia talking?). 

Brands know exactly what they’re doing because they know we’re more likely to buy something if it reminds us of a happy time, and we see brands returning to their old adverts or old logos all the time.

Researchers found that: “feelings of nostalgia can make humans more optimistic, and even reduce the consumer’s rational tendency to conserve spending (which is great news for brands). Often, successful marketing is about the ability to sell a feeling—and nostalgia is the perfect opportunity to do just that.” 

Nostalgia in Media 

Streaming platforms like Netflix and Disney+ also mean we can access all our favorite 2000s nostalgic TV shows and films all the time, whenever we need them. But will they be around forever?

There's no doubt that music can make you feel transported, and when you then add listening to it on a pre-loved platform like a vinyl or cassette plater, that nostalgic feeling only doubles. The only clue you need to know we’re all aboard the nostalgia trend is the fact that new music comes out on not just Vinyl, but cassette tapes now too.

It'll come as no surprise then, that the sale of cassette tapes has doubled since 2020. And, considering cars haven't had a built-in CD player—let alone cassette player—in over 10 years, it's certainly an interesting trend for the landscape of media. 

Perhaps this has something to do with the fact that recently people have shown concerns for the security of their playlists, music, and film archives. it's well known that these services change the content they host regularly, you just have to look at our Netflix canceled shows story as proof. 

So maybe the resurgence in owning physical assets when it comes to music, TV, and film is partly down to security, and if we can make sure that future you has constant access to those feel-good nostalgic moments, then that's a rather comforting thought. 

Naomi Jamieson
Naomi Jamieson

Naomi is a trainee News Writer with the Women's Lifestyle team. She has a background in design, having studied Illustration at Plymouth University but has taken a leap into the world of journalism after always having a passion for writing. She currently writes pieces on fashion, wellbeing, and entertainment for GoodTo and My Imperfect Life and is training for an NCTJ Qualification. 

Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.