Gen Z Leans Hard into Nostalgia to Spur Music and Content Discovery: Study

According to Variety, a new study called 'Then is Now' reveals Gen Z is leaning hard into nostalgia as a tool for music and content discovery. The research surveyed eighteen hundred consumers across the U.S., U.K., and Australia, comparing Gen X, Millennials, and Gen Z. While nostalgia appeals to all three generations, Gen Z stands out for actively using it as a discovery engine.

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