Marketing

Saumya Banugoban

Y2K Nostalgia Marketing & Gen Z

A portrait of a young woman with warm skin and long, wavy black hair parted down the middle, smiling broadly with her teeth showing. She is wearing a dark blue-grey corduroy button-up shirt over a white t-shirt and a gold heart-shaped necklace. The background is a plain, light-colored wall.

Hi, I’m Saumya! I am currently completing my final year of a Bachelor of Arts (Honours) in Professional Communication, with a minor in Fashion Studies, at Toronto Metropolitan University. Alongside my studies, I work as a Communications Intern at the Office of the Vice-President, Research and Innovation (OVPRI). In this role, I develop social media content, design graphics, and monitor website and social media activity, while also sourcing and sharing research-related news, contributing to materials like newsletters, tracking social media performance, and assisting with general communications tasks. My interests primarily lie in marketing and strategic communications, especially in how brands engage audiences through effective messaging and media. I’m drawn to Y2K culture, particularly the fashion, movies, and music, which is why I chose to explore this topic in more depth. This fall, I will continue my education by pursuing a Master’s degree.

My research examines how nostalgia is leveraged in marketing to persuade Gen Z consumers, with a focus on the resurgence of Y2K aesthetics. This project explores how brands are incorporating early 2000s elements such as retro logos, fashion trends, and visual styles to engage young audiences and influence consumer behaviour. By investigating this trend, my research aims to understand why nostalgia has become a prominent marketing strategy and how brands strategically use Y2K aesthetics to connect with Gen Z. This project allows me to combine my interests in communication and fashion studies.

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