Comeback Culture

^{Qualitative research data in this article was collected from a Koi Pond study run by NinetyEight. The Koi Pond is NinetyEight’s proprietary research community with over 1,600+ Gen Z participants. Learn more about The Koi Pond here.}

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A month ago, I uprooted my life and moved to Lisbon from the Philippines to experience the European digital nomad life - something I’ve been dreaming about for the past 5 years. If you’ve moved anywhere, you know that while it looks glamorous on Instagram, the reality comes with no shortage of hiccups. In this messy state of life, there’s two comforts continually playing in the background: Grey’s Anatomy and Taylor Swift. 

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Amidst the chaos of life, we all turn to guilty pleasures and familiar favorites for comfort and a sense of stability. Mine are arguably the two longest franchises in each of their categories which I have rewatched and relistened to endlessly (what does that say about me? 👀). Everyone’s version of it is different, but nostalgia is universal - we all know the feeling, that visceral longing for a past time, experience, and version of yourself. 

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While nostalgia is universal, it has never been more current for any other generation than Gen Z. Other generations look back on childhood, but Gen Z curates, remixes, and actively revives the past in real time – making nostalgia ever-present.

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Nostalgia: A Generation’s Identity

With access to the internet and streaming, Gen Z had a remarkably unified set of childhood media: Nickelodeon, Disney Channel, Cartoon Network, DS/PSP/Wii. While nostalgia is most definitely identity-shaping, for Gen Z it’s not just personal – it’s generational glue. Presley (1998) says, “They were such a formative part of my upbringing - I was a middle schooler right before everyone had an iPhone, so it felt like we were all consuming the same thing and talking about it. I really feel like that’s why we as a generation have such a shared love around the shows we grew up with.”

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Being the first digitally-native nostalgia generation also means that Gen Z’s nostalgia is more active and curated. Currently 87.6% of Gen Zs in the Koi Pond feel nostalgic for their childhood and 77.9% turn to childhood interests as a way to cope, escape, or feel joy. Sophia (2007) says, “I think that nostalgia is really important, and being able to share it gives me the chance to maybe help other people feel that childhood joy again. I know not everyone had great childhoods, but those things I loved when I was younger, someone can love NOW.” 

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While nostalgia typically comes in later in adulthood, for Gen Z it kicks in way earlier - already longing for the “simpler” times as early as our teenage years. Unsurprisingly, 66.7% of Gen Zs in the Koi Pond have spent money on something just because it reminded them of their childhood.

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Brand Comeback Hits vs. Flops

Though Gen Zs are nostalgia’s #1 subscribers, we are also the most skeptical of revivals. As the most marketed-to generation from childhood, childhood media wasn’t just content; it was branding - from Disney Channel stars to boy bands and toy lines tied to shows. Brand comebacks are a delicate art and we can sense when something is a cash grab vs. a true continuation. As Rae (1997) puts it, “If it's obvious that it's just for profit, it kind of sours the nostalgia. It should feel like it's at least somewhat coming from a genuine wish for it to return.”

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According to Gen Zs in the Koi Pond, we’ve shortlisted the best and worst brand comebacks of our generation:

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🏆Top 5 Comebacks That Hit:

❌Top 5 Comebacks That Flopped:

The difference? Intentionality. A comeback works when it feels like a respectful continuation of the original magic. It fails when the update feels like a cash grab, a soulless live action, or a total style shift that erases nostalgia.

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The NinetyEight Brand Comeback Playbook

A successful brand comeback is no easy feat and we know firsthand how tricky it is to get right. With Paul Frank and Pingu, we’ve helped reintroduce beloved characters in ways that respect their legacy while still feeling fresh for today’s Gen Z audience. After crafting these two successful brand comebacks, we’ve crafted our own Gen Z brand revival playbook for brands:

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Rule #1: Don’t Rewrite History‍

Don’t erase the original magic. Make sure to keep to the brand’s original style, tone, and mission.

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Rule #2: No Cringe Pandering‍

Get to know your audience / fandom deeply and stay true to your brand voice. Only hop on trends that make sense for the brand. 

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Rule #3: Respect Over Revenue‍

Understand the history, legacy, and art of the brand. Lead with characters, story, and connection and the money & success will follow.

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Rule #4: Put Gen Z in the Room‍

You can’t fake the voice of a generation. You need us in the room making decisions.

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Rule #5: Nostalgia + Newness‍

Modernize thoughtfully. Have something new to say that is worth Gen Z’s attention once more.

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Nostalgia is one of the deepest wells a brand can draw from – but for Gen Z, it’s sacred ground. It’s not just about honoring the past, but dreaming culture forward. Done right, and you have incredibly deep fandom, long-term loyalty, generational transcendence, and sustained success. You’ll go from making a brand comeback to building a brand fandom.

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We’ve done this before: Paul Frank and Pingu are proof that Gen Z comebacks can work when done right.