Study: Gen Z relies on nostalgia more than older generations to discover music and content

A study titled "Then is Now: A Study on Modern Nostalgia," surveying 1,800 consumers equally split across the US, UK and Australia and across Gen X, Millennials and Gen Z, found that nostalgia has the strongest pull on Gen Z. The youngest cohort relies on retro content and music more than older generations when discovering new artists and media.