"Nostalgia, that longing for what was and the happy memories we associate with it, may seem particularly keen when our daily lives - both personally and in the wider world - are less than ideal. Indeed, according to a 2025 study by CivicScience, more than 60% of Americans feel nostalgic for the past. Furthermore, the same study also found that nearly half of adults in the U.S. would spend money on something that conjures up feelings of nostalgia."
"The coffee shop served as the main meeting place of the six main characters, and some even consider the beloved manager, Gunther, to be the seventh "Friend" of the 1990s hit sitcom. Arguably, Central Perk itself was the eighth. Starbucks knows that many people feel incredibly nostalgic about the coffee shop culture that was so central to the plot of "Friends," which is why, in July 2025, the coffee giant revealed plans to bring back warm, comforting coffee shops."
Nostalgia influences American consumer behavior, with a 2025 CivicScience study finding over 60% of Americans feel nostalgic and nearly half willing to spend on nostalgic items. Restaurant chains such as Starbucks, Red Lobster, McDonald's, and Wendy's tap nostalgia through revived commercials, returning menu favorites, and retro store redesigns. Starbucks announced plans in July 2025 to recreate cozy, social coffee-shop environments reminiscent of Central Perk, featuring couches and space to linger. Brands use nostalgia to evoke comforting memories, strengthen emotional bonds with customers, and drive visits, discretionary spending, and sales amid uncertain times.
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