2016 is making a comeback – but what does this tell us about audiences' appetite for nostalgia?

In January, a hot new trend has taken social media by storm. 

Across platforms like Instagram, TikTok and Snapchat, a collective digital rewind to 2016 has been dominating feeds, and for Millennials and Gen Z-ers, it has been a much-enjoyed blast from the past.  

In recent weeks more than 55 million posts have been created on TikTok using its 2016 filter, and the search rate for 2016 content has increased by 452%.  

The signs are unmistakable; camera roll dumps of uncoordinated vintage-style filtered photos, posed mirror selfies and unashamed 2016 fashion – think chokers, Joni Jeans, and Kylie lip kits. Content features the resurfacing of everything from how apps used to look to popular Vine audio and trends.  

The step back in time, fondly (and humorously) reminisces about a time before the rise of curated ‘personal brand’ content. However, it’s not just about online aesthetic, but about reflecting on a pre-covid era, when social media was rife but less curated, and people were living in ignorant bliss about what was to follow socially. 

As Millennials and Gen Z look back at their personal evolution and share their experiences, mindset and goals, brands can leverage this sentiment to reach their target audiences. 

The power of nostalgia  

Beyond anything else, this trend reinforces the power of nostalgia and shared experience in connecting brands with their audience.  

As the internet looks back with fondness, aching for the perceived simplicity or affluence of yesteryears, algorithms would have us believe that 2016 was a sepia-tinted utopia. 

In reality, it marked a sharp rise in political polarisation. The Brexit referendum and Donald Trump’s first US election signalled a breakdown in trust, while the concept of 'fake news' entered the mainstream, raising questions around global leadership and accelerating societal anxiety. 

This contrast highlights where nostalgia’s power really lies; not in the truth of the past, but in our selective memory of it. We cling to small moments of cultural joy, smoothing over the instability that surrounded them. Something we in the UK do really well – Keep Calm and Carry On.  

When brands tap into this dynamic as part of their storytelling, it can become a powerful way to connect with audiences.  

It’s something well-known brands are already leaning into - revisiting logos, adverts and visual identities from a decade ago to spark emotion, unlock memories and generate conversation. 

The brands that succeed are those that understand the emotional pull - a longing for authenticity and less-polished moments - rather than simply pasting 2016 visuals onto generic campaigns. 

Campaigns that cut through  

At Democracy, when the brief calls for it, we’ve worked with well-known challenger brands on campaigns that tap into the power of nostalgia to connect with their audiences. 

For Flymo, we ran a competition to find the world’s oldest Flymo, which brought audiences together through shared memories while celebrating the brand’s heritage.  

The winning mower was inducted into the Lawnmower Hall of Fame as part of the hover mower’s 60th anniversary, which we then amplified through media. The campaign secured 63 pieces of coverage, reaching 91.1 million people. 

For the brilliantly British, pie-in-a-tin brand, Fray Bentos, we delivered a festive Sleigh Bentos campaign. This saw the launch of a limited-edition festive pie amplified by an eye-catching Christmas jumper. 

As a true cupboard classic, Fray Bentos already holds strong emotional resonance - and audiences responded enthusiastically. The campaign was featured across social, broadcast and news, achieving a reach of 42.24 million across media and influencers. 

With 2026 fast becoming “the new 2016”, nostalgia continues to offer a powerful route for brands to reconnect with audiences in a meaningful way.