“Young Consumers Navigating Nostalgia in a Hyper-Connected World”

Call for Papers – Special Issue: “Young Consumers Navigating Nostalgia in a Hyper-Connected World”

Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Publisher: Emerald Publishing
Submission deadline: 29 May 2026

Overview

Despite growing up in digitally saturated environments, Gen Z and Gen Alpha are increasingly drawn to retro aesthetics, analog products, and resurfaced memories. This special issue explores how nostalgia serves as a key emotional driver in contemporary youth culture and how it is being repackaged through AI tools, social media algorithms, and virtual influencers. The guest editors seek research that bridges the gap between traditional nostalgia marketing and the emerging "platform–commerce nexus," focusing on consumer well-being, brand loyalty, and identity development in a hyper-connected world.

Key Research Themes

• Nostalgia Marketing in the Digital Era: Re-launching iconic brands, the role of digital influencers in promoting retro products, and cross-cultural expressions of nostalgia.

• AI-Enhanced Hybrid Consumption: Using AI and AR to blend nostalgic elements with advanced technologies, virtual influencers, and predicting retro trends.

• Youth Identities & Behavior: Analysis of "kidult" consumption, identity signaling through retro aesthetics in gaming and fashion, and youth resistance to hyper-digital environments.

• Ethical & Responsible Marketing: The ethics of AI-driven nostalgia, algorithmic bias, the impact of nostalgia-based marketing on mental health, and the need for transparency in youth-targeted campaigns.

Submission Details

• Submission window: Open now – 29 May 2026.

• Submission portal: https://mc.manuscriptcentral.com/yc

• Article Type: Select “Young Consumers Navigating Nostalgia in a Hyper-Connected World” from the dropdown menu during the submission process.

Guest Editors

• Elodie Jouny-Rivier, ESSCA School of Management, France (elodie.jouny-rivier@essca.fr)

• Varsha Jain, ESSCA School of Management, France (varsha.jain@escca.fr)

• Rebecca Perren, California State University San Marcos, USA (rperren@csusm.edu)

Why This Issue Matters

This collection aims to move beyond documented persuasive impacts to address how digital tools personalize and repackage the past for digital natives. By centering Gen Z and Gen Alpha as co-creators of nostalgic meaning, this issue provides a vital forum for discussing the intersection of technological advancement, emotional well-being, and responsible marketing practice.

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