REGRESSIVE NOSTALGIA : The New Kidults
Kidult culture is reshaping how adults consume, decorate and emotionally cope. Across food, beauty, retail and lifestyle, brands are embracing playful design, nostalgia and softness to offer comfort in an increasingly heavy world. This article explores how regressive nostalgia moved from niche signal to mainstream strategy, why CPG leads this shift, and how emotional regulation has become a serious driver of growth.