Marketers say that for Generations Z and Alpha, the “new-stalgia movement” has materialized into a longing for “better memories never lived”—a powerful hook for companies and politicians looking to rethink connection and community engagement. “For a generation managing their personal brands across multiple platforms while navigating an overwhelming news cycle, there’s something deeply appealing to younger consumers about eras when phones were just phones and social media didn’t exist,” says Deloitte’s Bechtel.