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It’s no surprise that brands have commodified nostalgia. If you were wondering why there have been endless amounts of reboots (did we really need Zoey 102?), and beloved childhood toys like Barbie getting the big-screen treatment, there’s a reason. Research shows that nostalgia can “decrease people’s desire for money”. People are more willing to open their wallets and pay more for products. Culture Club co-host and writer Jasmine Wallis agrees, believing that while she loves nostalgia, a big part of it is capitalism. “Millenials and older Gen Z’s (like Hilary’s fans) are entering adulthood in a really tough economy. So, while having kids and buying a house feels like a huge struggle and sacrifice, attending concerts like Hilary’s can offer a sense of joy for just $200,” Wallis says. “It takes us back to childhood whilst also offering a reprieve from adulthood. Executives and corporations know this and so are playing into it.” Duff fan Sakara Bell is aware of this marketing tactic, but it doesn’t turn her off at all. “I don’t really care. As cringy as it is, you only live once, and I’m a big believer in money comes and goes,” Bell says. “Being able to experience something that is your childhood, is everything and more.”
