What’s Old is New Again

And just like that, it’s Q4. While you might be planning for 2025, today’s edition is a bit more… 1995. Nostalgia is everywhere right now, so we’re spotlighting the rad brands who are throwing it back. Take a seat on your inflatable couch, grab your trapper keeper, and let’s dive in.

We're Sensing a Trend

It’s not breaking news that nostalgia is a powerful marketing tactic. Some creatives may worry leaning into yesteryear may make them appear outdated but when done properly, nostalgia creates a lasting emotional connection to your brand. Science says it also has a positive effect on the brain — especially in trying times. And most Americans agree that when life is uncertain or difficult, nostalgic memories are a source of comfort and inspiration . Millennials have a special affinity for ‘90s and early 2000s culture, and we’ve noticed an influx of brands tapping into this. Here are a few examples of (nostalgic) excellence we think are the bomb dot com (sorry):

• Nice Kicks and Adidas teamed up to appeal to gamers by releasing sneakers inspired by the Sega Genesis and Super Nintendo Entertainment System (SNES), two popular gaming consoles. Gamers, rejoice. 
• McDonald’s introduced collectible cups featuring crazes from the ‘90s and early 2000s including Barbie, Hot Wheels, Beanie Babies, Jurassic Park, and Shrek. Gotta catch ‘em all. 
• Limited Too debuted its comeback on Instagram to millennial delight, announcing a new launch for girls at Kohl’s. (Even J-14 wrote about it – a real sentence we’re writing in the year of 2024.)  Don’t worry — adult sizes are coming.  
• Hinge created an 80-page print magazine filled with real love stories inspired by couples who met on Hinge. Jenna Rink would be proud. 
• Old Navy is celebrating its 30th anniversary with a limited-edition collection that puts a modern twist on iconic ‘90s looks. Bucket hats and cargo pants, it’s your time to shine.

Coffee Talk

👩🏼💼 Founding mother. This article explains why the founder mode leadership style doesn’t work for female leaders. Psst…our co-founders have thoughts, too.

🛍️ Shop ‘til you drop. The generation that shops the most on social apps may surprise you. We love a plot twist.

🔭 Forward-thinking. Here’s what AI will look like in 2030, according to experts. Spoiler: They don’t all agree.

⚕️Don’t wait. Women are 35% more likely than men to skip or delay medical care, according to this report. PS: theSkimm’s free tool can help you schedule your next appointment.

Class Is in Session

Brush up on Excel, UX, or AI fundamentals with a variety of in-person and online workshops led by industry pros. Did we mention you can get $200 off any tech & AI workshop with the code skimm200? ‘Cause you can. Go ahead, start learning.

You Tell Us

Not all nostalgic marketing needs to make a comeback. Which outdated advertising trope do you hope stays in the past? Let us know in the comments.

• Only casting women in ads for cleaning products
• Cigarettes being the hottest accessory
• Using women in bikinis to sell...everything
• All of the above please and thanks

Until next time,

Your friends at SKM Lab (who are we? Glad you asked)

PS… Have questions or want to chat? Reach us at SKMReport@theskimm.com.