If one more person tells me Gen Z is obsessed with nostalgia, I’m hurling my laptop out the window. 

Not because they’re wrong, but because it’s become the only marketing trick most brands seem interested in deploying. In reality, it feels a lot like a  creative Band-Aid. Risk tolerance has taken over, and nostalgia is what brands reach for when they can’t afford to fail, but it’s nothing strategic or clever.

But I do get it.