Thinking about the past can be like a warm hug. Hearing a song can immediately take you back to a specific moment. Making a snack from childhood can feed your soul.
Middle age seems to be a particularly nostalgic season of life. Perhaps it’s because I like remembering a time before my body reminded me of my age every day. Before life became so full and growing older quietly changed everything.
Whatever the reason, I’m fully embracing this season of nostalgia.
The other day, I was in the grocery store and realized the background music was playing songs that I used to listen to at parties in high school. How did Return of the Mack become a song to play in a big box grocery store during daytime hours?
This may be an unpopular opinion, but I love seeing brands bring back pieces of my childhood. I know they’re marketing to my generation… and honestly, it works for me.
I love scrolling through Facebook and seeing posts about the Esprit sweatshirts being sold at Costco. Of course, I had to get one, and I can’t wait for cooler weather so I can wear a little piece of my childhood again.
Maybe we’re the first generation that’s being marketed back to ourselves. Companies know we’re old enough to have disposable income, but still young enough to smile when we see an Esprit logo or hear Return of the Mack playing over the grocery store speakers.
And honestly…it works. Every time.
It’s not just the products.
It’s remembering who we were.
Before careers became busy. Before kids. Before aging parents. Before reading glasses, aching knees, and wondering why the thermostat suddenly feels wrong.
Nostalgia isn’t really about wanting to go backward.
It’s about remembering pieces of ourselves that still exist somewhere underneath everything life has piled on top.
So yes, I bought the sweatshirt.
And yes, I’ve bought Dunkaroos, Lip Smackers, and Lisa Frank notebooks too.
Technically they’re for my daughter now…
But let’s be honest—they make me just as happy.
I’ll keep smiling when the grocery store starts playing songs from the ’90s.
And I’ll keep looking forward to the next piece of childhood nostalgia that finds its way back to store shelves.
Because apparently…
I’m exactly who they’re marketing to.
If this brought back a memory or made you smile, I’d love to have you here.
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