Over the past few years, a strikingly powerful cultural white noise has crept in as society has succumbed to a great nostalgia wave, excessively glorifying times long gone. This trend does an incredible job of underlining our country’s longing for the “good ol’ days.” It particularly romanticizes the 1950s, the Old West and many other bygone eras. As communities look back rather than forward, they seem to be regurgitating a past that many believe never truly existed.
Fast-forward to 2025, and that cultural change is being reflected in media, films, music, exhibitions, and more. The art deco movement, which took off a hundred years ago, continues to inspire modern architectural practices. New structures dressed up with nostalgic surfaces reproduce the stylistic modes of yesteryear, reinforcing a desire to reach back into an imagined past. These buildings more widely trigger feelings with past times that contribute to a collective longing for the past that lays deep in our culture today.
Beyond gaming, cinema has been central to this retro renaissance. Rejoice — the movie theaters are back in business! Just as breathtaking are the long-anticipated reboots of iconic franchises like DC’s Superman and Marvel’s Fantastic Four. The latest iteration of the Fantastic Four transports audiences to an alternate reality reminiscent of the 1960s Jetsons, further embedding this retro fascination in mainstream entertainment. The first Fantastic Four comic was released in 1961. This publication ushered in an age that many consider cornerstone to contemporary superhero narratives.
Culinary trends are another outlet for this cultural desire to turn back the clock. In Margaret Atwood’s Gilead of “The Handmaid’s Tale,” citizens value organic, non-GM, high-fat foods. They regard natural and organic ingredients as sacred. This representation reflects a national narrative that romanticizes hoedown, conventional agriculture and shuns industrial agriculture as a villain. Today’s consumers want to dive deep into these traditional diet staples, which are a testament to their search for more authentic culinary experiences.
Photo by Michal Bar Haim/Flicker Music has not been immune from this nostalgia-fueled surge. This has led many critics to argue that music ceased to be worthwhile around 1986. They laud past decades, like 1966 and the Great American Songbook, as the high point of “real music.” Even classical works like those of Mozart’s day are frequently fantasized as standards of pure musical goodness. As such, contemporary artists frequently draw inspiration from these revered eras, perpetuating a cycle of nostalgia that influences both creation and consumption.
The aesthetic preferences of all the cultures that dominated the visual landscape at any point in history have influenced modern trends. In this respect, Nazi aesthetics tended to fetishize ancient Rome, while Soviet culture excitedly worshiped a modern industrial aesthetic. These retro references still shape today’s design decisions, like in this example below, where retro-style decor meant to evoke a false sense of nostalgia continues this practice. Today’s consumers often opt for items like lino wallpaper that mimics rustic bricks, enhancing their environments with touches of nostalgia.
Brands have been quick to respond to this change in the marketing landscape and nostalgia has become an effective creative strategy. Places such as “Buzz’d Cafe” employed playfully appealing, retro fonts and designs. This method goes a long way in producing an inviting and comfortable environment for their guests. These sorts of branding decisions appeal to present-day consumers who fall prey to the intrigues of what’s old.
As the country considers whether or not to take this step back in time, many commentators are lamenting what a regressive move it would be. That obsession with the past can blind us to new ideas that have the potential to create a much better future. The idea behind the phrase “Things As They Oughta Be” is what I’m getting at here. It promises that we should weigh celebrating the past against promoting the future.
“Things As They Should Be” – author/creator of the text