I was recently minding my own business, scrolling through TikTok, and suddenly this video hit me square in the face.

It wasn’t just delightful, it awakened a dusty little corner of my brain I didn’t even know was still operational. Warmth? Flooding in. Nostalgia? Core-shaking. Flashbacks to summer days, sun-kissed cheeks, and reckless fun with my best friends? Absolutely.

And then I saw the comments.

The comment ‘this is a recession indicator for sure’ leapt out at me immediately, and naturally, I had no choice but to tumble headfirst into a deep, dark internet rabbit hole. So let’s get into it, and why as a brand, it’s important you know this information too. 

What is ‘Recession Pop’?

Simply put, it’s escapist, high-energy pop music that emerges when life is a bit of a mess. First making waves in the late 2000s – right in the middle of the financial crisis – it’s back. And why? Because 2025 isn’t exactly a walk in the park.

Think: Lady Gaga, Ke$ha, Black Eyed Peas, Katy Perry, Britney Spears, LMFAO, Calvin Harris – you get the vibe. 

It’s big energy. It’s carefree. It’s the soundtrack to dancing your worries away like you’ve just left the club at 3 AM, with your heels in one hand and a kebab in the other (I do miss that chilli sauce).

Naturally it made sense that we had a Brat Summer last year with Charli XCX leading the charge as she fits this bracket so easily. Of course Lady Gaga has re-emerged from her acting throne with a fresh album – the noughties was her era, and she knows exactly when to swoop in. (Anyone remember when she was on The Hills?.)

But why now?

Lately, I’ve been looking at certain audiences, studying human behavior (As … it’s my job.) And one theme that keeps popping up? Nostalgia.

It’s not just about trends doing their usual cyclical spin – this is about people actively seeking escapism. The world feels a little… heavy. And when reality gets too real, what do we do? We retreat into something familiar, something simpler, something fun. Whether we actually lived through the 90s or 00s or are just vibing with the aesthetic, it doesn’t matter. We want a slice of it.

I mean, come on – models are strutting the runway puffing on cigarettes like Kate Moss in the 90s, Paris Hilton just dropped a Motorola Razr (yes, really), and Happy Gilmore 2 is hitting cinemas this summer. We’re in a full-blown nostalgia spiral. 

And with nostalgia? Comes music. With music? Comes TikTok. And before you know it Gotye’s ‘Somebody That I Used to Know’ is trending again due to the awesome work of Doechii, not to mention the trend that has come hand in hand with the track, mirroring an iconic scene from The Fresh Prince of Bel Air. 

So, what does this mean for brands?

If your audience is in the craving nostalgia category. They want escapism. They want fun. They want to feel like they are living in a time that is not right now.

They don’t want brands reminding them of reality. They do want brands to make life feel exciting again – even if it’s just through a 30 second TikTok or an eye-catching billboard on the motorway. People are feeling a bit… meh. So be the brand that brings a bit of joy. Even if it’s just for a moment.