"A little personal story: A few weeks ago, I went shopping and spontaneously bought a pair of Doc Martens boots. The last pair I owned was in high school, as a teenager. Back then, my parents brought them back from a trip to London, and I loved them. My Docs and my green parka were my grunge-era uniform. You know, Nirvana, youth, rebellion."
"Quoting my grunge-days friend and marketing expert, Negin Neghabat-Wolthoff: "The 90s are clearly having a comeback (at least for those of us who still consider ourselves influenceable). I now own Doc Martens again. Is that nostalgia, or am I influenced? And if I am, is it by a fashion trend, or (and this terrifies me) by what Gen Z is wearing? And the idea of other generations being influenced by what Gen Z is wearing certainly explains part of the obsession with marketing to Gen Z first and foremost.""
Advertising's obsession with Gen Z may stem from older cohorts like Gen X and Millennials being harder to influence. A spontaneous purchase of Doc Martens revealed continuity of early-established fashion preferences rooted in youth culture rather than conscious response to current trends, influencers, or ads. The choice derived from memory and cultural identity rather than sentimental nostalgia. A LinkedIn query questioned whether "medium-old" consumers can be influenced the same way as younger generations. A marketing expert noted a 90s comeback and suggested that older generations might still be shaped indirectly by Gen Z trends, influencing marketing priorities.
Read at Exchangewire
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