Although our site mainly focuses on the musical aspect of the comeback of 1980s nostalgia, it is important to acknowledge that this return of the decade is part of a larger contemporary fascination with the ‘80s. The reason for the increase in ‘80s nostalgia during the 2010s is a result of a pattern called the nostalgia pendulum, which describes the idea that pop culture is on a 30-year-cycle (Metzger 2017). For example, 1980s science fiction found itself rising in popularity once again in 2010s media alongside ‘80s fashion trends such as oversized blazers and high-rise, slightly baggy jeans.
Because 1980s sentimentality was in vogue at this time, shows like Stranger Things were successful in provoking nostalgia among its viewers, drawing them in using various sci-fi themes and futuristic sounds like those created by the synthesizer (James 2020). So, why does this nostalgia pendulum occur? It has been concluded that one of the driving factors of the nostalgia pendulum is that “it takes about 30 years for a critical mass of people who were consumers of culture when they were young to become the creators of culture in their adulthood.” On the flip side, it has been said that “After about 30 years, you’ve got a real market of people with disposable income who are nostalgic for their childhoods.” (Metzger 2017). Thus, the 30-year-cycle is in effect on both the producer and consumer sides.
Why is this important? Well, understanding how and why this 30-year-cycle of pop culture occurs allows producers, marketers, retailers, etc. to best appeal to their audiences and consumers. Knowing that ‘80s trends would come around, followed by ‘90s trends, 2000s trends, and so on, provides creators with somewhat of a heads up of what is going to become popular again. Stranger Things was part of a revamped pop culture trend revolving around the ‘80s, just as recent ‘90s nostalgia is now bringing back claw clips, biker shorts, and more. In a sense, this pop culture pattern dictates our lives. What will come next?