Cultural memory is getting shorter, with mass digitisation causing people to seek solace in the recent past. But it’s not solely about innocence – ‘nowstalgia’ is fuelled by a desire to reimagine and right perceived wrongs. So, how is a meme mindset impacting Gen Z’s media consumption and style?

Whether they've listened to music on vinyl records or captured memories with Polaroid cameras, Gen Zers have found comfort in nostalgia during the pandemic. According to research, this emotional affinity for eras not personally experienced is called 'communal nostalgia'.

From sitcom remakes to the return of low-rise jeans, pop culture is awash with '90s and early 2000s nostalgia. One brand channeling this yearning for all things Y2K is ColourPop, whose PowerPuff Girls collaboration looks set to take Gen Yers on a trip down memory lane.

While sourdough starters and ‘quarantinis’ have been among the biggest food and drink crazes of the COVID-19 pandemic, jelly has witnessed a quiet renaissance. How have social media platforms and a desire for nostalgic escapism helped add cultural cachet to this once-reviled foodstuff?