Generation Z drives new digital trends and nostalgia in Latin America

Generation Z in Latin America is driving new cultural shifts through digital trends and nostalgia. In Argentina and across the region, the concept of ‘aura’ is redefining social prestige on platforms like TikTok and Instagram. Unlike traditional metrics such as follower counts or likes, ‘aura’ is an intangible measure of reputation based on attitude, confidence, and authenticity. This trend warns corporations that rigid or forced attempts to mimic youth slang can lead to a loss of relevance and audience rejection.

Simultaneously, a wave of digital nostalgia for the 2010s is influencing fashion and identity. Young consumers are revisiting the aesthetics of the early social media era—characterized by compact digital cameras and saturated tones—to find authenticity. This cultural movement has inspired commercial collaborations, such as the ‘Nostalgia Capsule’ by Salomon and CHER, which blends high-performance technical design with the visual codes of the previous decade.