Gen Z trends: wellness and 2016 nostalgia
New trend analysis shows Gen Z and younger millennials in 2026 leaning into wellness and a surprising 2016-era nostalgia — preferences that are bleeding into philanthropic choices and campus programming. Campaigns that pair wellness, community, and nostalgic storytelling are seeing stronger resonance with these cohorts. (wwd.com)
Afterpay’s spring/summer trend report — based on U.S. transactions from Jan. 1–Feb. 13, 2026 versus 2025 — shows “Wellness Junkie” purchases jumping sharply (under‑eye patches +417%, magnesium supplements +417%, skin‑care wands +403%, creatine +383%, health supplements +319%, infrared sauna blankets +204%). (wwd.com) The same Afterpay data flags the “2016 Nostalgia Seeker” with mid‑2010s apparel and accessories rising (low‑waisted skirts +369%, holographic luggage +171%, polo jumpers +172%, creeper sneakers +37%), giving concrete product signals marketers can map to alumni merchandise or event aesthetics. (wwd.com) Blackbaud’s “Gen Z at the Table” report finds 84% of Gen Zers already support nonprofits, one‑third of Gen Z donors plan to increase donations in the next year, and nearly 70% say impact reporting would motivate increased giving. (blackbaud.com) The Indiana University Lilly Family School of Philanthropy’s 2025 Next Generation study shows Gen Z and Millennials are issue‑driven and tech‑forward, participate in crowdfunding and social‑media giving at higher rates than older cohorts, and analysts estimate an $18 trillion charitable wealth transfer by 2048 that will shape long‑term donor portfolios. (philanthropy.indiana.edu) A peer‑reviewed study in Frontiers in Psychology found university nostalgia predicts stronger intentions to socialize with fellow alumni, attend reunions, volunteer, and donate — with feelings of belonging mediating most links between nostalgia and engagement. (frontiersin.org) Practical campus examples: Columbia launched a Global Health & Wellness Network in Feb. 2024 that drew 300+ alumni across six cities, demonstrating scale for wellness‑centered communities; Notre Dame’s Annual Giving team reported reconnecting “thousands of potential donors” using two‑way texting that pairs conversational invites and photos of beloved campus spots (staff cited a 98% text‑open rate). (alumni.columbia.edu) (moderncampus.com) Social‑media traction for “2016” nostalgia is measurable: Spotify‑linked playlists tagged 2016 surged roughly 790% since Jan. 1, 2026, and Google search interest for “2016 aesthetic” hit all‑time highs, signaling broad cultural momentum for decade‑back creative hooks. (cnbc.com)
