The Millennial generation grew up with constant positive affirmation from parents and teachers, and refrains of “You can do anything!” became the soundtrack to their lives. Coming of age in a recession has been a gritty, fraught transition to reality. They’re looking back en masse with longing to a time when things were safe.

So what does all this mean for marketers? Lots of fun, for sure. From roller skating to roots music to old school soda fountain shops, MIllennials are digging the retro.