This essay was originally written and shared in my private Aether newsletter community, in May of 2025. I’m publishing it here as part of my public archive.
I've been noticing an interesting pattern lately, one that's surfaced not just in research I've been doing, but also in observations from my own life. It's a connection that really surprised me at first because it feels so unlikely, but once I took a deeper look into it, it made sense.
Boomers and Zoomers (Gen Z) are into the same things.
Interesting, right? I mean it’s easy to buy into the idea that Boomers and Zoomers are on complete opposite ends of the spectrum – one nostalgic for the past, the other dreaming up new futures – but beneath the memes and stereotypes, something unexpected is happening – they’re quietly falling in love with the same things.
They’re both craving slower living, sensorial experiences, and a return to a narrative-rich life, and this theme between both generations has me thinking that this isn’t random, but rather an unconscious plea and a quiet longing for connection – a desire for the wisdom of the elders, and for youth to be seen as carriers of culture.
This connection is fascinating, and may help you find ideas for inclusive and fresh marketing that feels multi-generational.
Boomers x Zoomers
Journeying into this observation a bit more and excavating the deeper reasoning behind these desires, we can start to see the through-lines that connect these two groups together.
Both generations are fatigued by consumerism and inauthenticity – Boomers because they’ve lived through cycles of overconsumption, and Zoomers because they’re inheriting the consequences
Both generations are nostalgic for a different time – Boomers fondly recall the simplicity and fullness of their own youth, while Zoomers romanticize eras they’ve never lived through
Both generations have a deep desire to bridge ancestral gaps – where Zoomers are seeking grounded guidance they haven’t received, and Boomers are eager to leave behind living legacies, by passing down their wisdom and stories
This mutual nostalgia and rejection of the current pace is fuelling interests in areas like:
Retro aesthetics (mid-century modern, teak wood – think MadMen)
Analog Living aka #GrandmaHobbies (vinyl records, film photography, knitting/embroidery)
And an infusion of pigmented colour in the everyday (mustard yellow, avocado greens, aura shades, instead of the Millennial monochrome we’re all feeling weary of)
And while the above examples are fun, all of this points to something deeper – a quiet ache in our culture for connection, relationship, and belonging. What if, instead of pushing our elders to the margins in care homes, and leaving our youth to navigate a hyper-digital world alone, we revived the sacred bond that once wove these generations together? A time when elders stood in their power as guides and storytellers, and the young felt rooted and held by the wisdom of those who had walked before them?
An ancestrally emergent example of this interconnection came up for me on IG recently, where I learned that a Dutch nursing home is providing rent-free housing to college students. The students interact with the older residents, warding off loneliness and depression that's common in today's elders, and the elders share their stories, guidance, and wisdom with the students. Radical reciprocity in true form!
Now You
Here are some ways to start thinking about weaving this intergenerational connection into your brand and messaging:
Design for timelessness – going beyond trends, how might your offering feel equally meaningful to someone who’s 18 and to someone who’s 68?
Re-imagine your aesthetic lens – moving away from only youth-focused imagery or messaging, try creating something ageless, textured, and welcoming, across all life stages.
Invite in elder wisdom – whether as a mentor, guide, consultant, or focus group, what wisdom and insights might you be leaving on the table by not asking an elder?
Ideas like these don't just ground your brand, but they have a significant impact on the collective, shifting our culture into a kinder, more reciprocal, and caring world, helping us to usher in the futures we dream of!