As we all know, Millennials are becoming the future Gen Xers. Boomers are dying out (morbid thought but imperative to mention) and Gen Xers are of the age or becoming of the age where they’re not as prevalent in society as they once were. We’re the generation becoming the new bosses, the workers in their late twenties, thirties, and early forties. We’re the consumers that are making big purchases, that have experienced the errors of generations past, and who are currently living through those errors.

However, we’re also the generation attempting to prevent a repeat of our parents’ mistakes — more so than any other generation before us. So that’s a lot of work we’re taking on: breaking generational habits and progressing society positively. Naturally, marketing strategies for companies need to keep up, but what’s one thing they can rely on? Millennials and our love for the ’90s and 2000s.

I think a majority of our society loves this era because we were able to have fun and experiment in ways that weren’t the norm for older generations. We had progressive fashion, fun toys, and technology, although the technology wasn’t as accessible and intricately woven into society as it is today. So how do companies successfully tap into that carefree feeling? Through pop culture, of course.

I’m convinced pop culture didn’t have as big of a footprint for previous generations that it has for us Millenials. Companies are taking that into consideration and are essentially praying on our weakness because..capitalism. Take, for example, the Rakuten ad from Super Bowl Sunday. What did it showcase? One of the most impressionable movies from the ’90s, Clueless.

Here’s why it was successful, in my opinion. They leaned on the characters, the scenes (when Cher chooses her outfits through that simulator? Iconic.), and the dilemma between saving money and wanting nice things. So, what better character(s) to feature than those in Clueless? It creates a desire to be back in our tweens, teens, and childhoods, where we didn’t have to face the struggles of inflation, corruption, or just an overall feeling of jadedness that we have today.

I think this type of marketing has never been as obvious as it is now. Or maybe I’ve never been this analytical until I started working at a marketing agency. Although what you won’t catch me saying anytime soon is, “Back in the good old days,” because our generation won’t strive to be back in the past. Instead, we’ll celebrate it for what it was and enjoy it while we can, but what we’re working towards is a future that’s “too school for cool” — thanks Pink — for the younger generations to come.

So kudos to you Rakuten, or Rakuten’s marketing team. You’ve got me pinned, I downloaded your app. Now, where’s my fashion simulator?