Nostalgia as Self-Care: Embracing the Kidult Culture
2024; Mary Ann Liebert, Inc.; Volume: 27; Issue: 4 Linguagem: Inglês
10.1089/cyber.2024.29308.editorial
ISSN2152-2723
Autores Tópico(s)Cinema and Media Studies
ResumoCyberpsychology, Behavior, and Social NetworkingAhead of Print Free AccessNostalgia as Self-Care: Embracing the Kidult CultureBrenda K. WiederholdBrenda K. WiederholdBrenda K. Wiederhold, Editor-in-ChiefSearch for more papers by this authorPublished Online:15 Feb 2024https://doi.org/10.1089/cyber.2024.29308.editorialAboutSectionsPDF/EPUB Permissions & CitationsDownload CitationsTrack CitationsAdd to favorites Back To Publication ShareShare onFacebookXLinked InRedditEmail Last summer, news outlets brimmed with images of crowds of children and teens camped out in stadium parking lots. Sleeping in folding chairs and bundled against the cold, these young people waited there for hours, sometimes days. No, this was not the result of a natural disaster. It was the scene at most stops on Taylor Swift's The Eras Tour. Throngs of kids and tweens, many without tickets, stationed themselves on the bare concrete just to be near (and hopefully catch a glimpse of) their idol. As they waited, they snapped up merch, orchestrated singalongs, and traded beaded bracelets with their newfound friends. The media captured it all, at times mocking fans for their extreme obsession.What these stories didn't often highlight was the number of adults among the masses. Yes, some were there to supervise their children. But many actually attended as fans, some more rabid than their young counterparts. Taylor had been a part of their childhood—her music the soundtrack to their coming of age—and they wanted to relive the good old days, walking down memory lane to exchange plastic bracelets with the rest of them.It's Not Peter Pan SyndromeOf course, adult Swifties aren't the only grown-ups who love childhood things. If the box office success of the Barbie movie and the subsequent renaissance of other nostalgic toys is any indication, adults are often keen to revisit their childhood obsessions and are willing to spend valuable money and time to do so. The recent spike in this phenomenon—called “kidulting”—has drawn the attention of both journalists and psychologists alike.The term “kidult” was coined in the 1950s by TV industry executives to refer to adults who watched shows intended for children.1 Writer and artist Christopher Noxon also invented a similar word—rejuvenile—nearly 20 years ago to refer to adults who try to recapture the fun and innocence of childhood by surrounding themselves with their favorite childhood things and activities.2 It isn't that, like Peter Pan, these adults refuse to grow up. It's more like they use elements of childhood to help them survive adulting in a complex world.While the term has existed for more than 70 years, kidulting has become more prominent in the past decade. Some of this is driven by marketing and entertainment partnerships. Popular toy brands have taken note of increased demand for nostalgic items and are eager to tap into that revenue source. For example, building on the unprecedented box office success of the Barbie movie, Mattel subsequently announced that at least 13 films based on its toys are currently in development.2 Hasbro, for its part, plans to capitalize on nostalgia by re-releasing its popular 1990s toy the Furbie. And when McDonald's launched a limited edition adult Happy Meal in 2022, sales skyrocketed. Nation's Restaurant News reported a significant spike in foot traffic to McDonald's, with visits up 37% compared to the same period in 2021.3The Rise of the KidultExperts have identified several reasons why adults today are so drawn to the trappings of their childhoods, and the strongest influence has been the pandemic. During stay-at-home orders, when lifestyles rapidly changed and times were uncertain, many adults turned to the comforts of childhood as a means of self-care. Because adults suddenly could not use their adult methods of entertainment and socialization, many fell back on what they knew made them happy: play. Not only did they have more time to play with their children at home, but they also had more time and money to entertain themselves in the same way.According to a Bloomberg study, kidult shoppers helped U.S. toy sales surge 37% between 2020 and 2022, totaling $28.6 billion in 2021.4 Initially, toy industry executives attributed the surge in sales to parents purchasing toys as a means to engage their children during the lockdown. However, a survey conducted by the U.S. Toy Association revealed that 58% of adult respondents also acquired toys and games for their personal use during the same period. During the initial 6 days of the pandemic, from March 16 to March 22, 2020, there was a notable 63% worldwide increase in video game sales.5 As the pandemic continued, video games, especially long-established franchises such as Super Mario, provided an enjoyable way to pass the time and acted as an essential resource for people to connect with each other.But it wasn't only COVID-19 that fanned the kidult flames. Video games were already becoming increasingly popular when the world undertook COVID-19 social distancing measures. In 2019, there were more than 2.5 billion gamers worldwide, who combined spent $152.1 billion on games that year—an increase of nearly 10% from 2018.5Technology is one reason for renewed interest in nostalgia. The spread of the Internet and mobile devices means that adults are easily able to access the toys and games they played with as children. Vintage toys and collectibles are readily available on eBay and similar sites, as are older versions of games that previously would not have lasted beyond their release decade. While few functional original Atari consoles remain in people's homes, a quick Google search will have one playing Pong in minutes.This ease of access to nostalgic experiences extends beyond gaming, as adults with niche interests, such as Pez dispenser collectors, find it increasingly easier to connect than in past decades. Owing to the vast connectivity offered by the Internet, enthusiasts of various interests have the opportunity to connect with like-minded individuals, thereby sustaining and enhancing passions that might have dwindled in an earlier era.Why Kidult? Mental Health and Social BenefitsThe trend of kidulting is fueled by nostalgia, an emotion created by revisiting pleasant experiences. At times, nostalgia is cast in a negative light. Some believe that nostalgia traps people in the past—that it is a strategy to avoid living in the present. However, research doesn't support this. A 2021 study found that nostalgia is a highly social emotion—one that can strengthen our feelings of connectedness with others.6 And a 2016 report found that nostalgia can foster self-continuity by connecting one's past and present.7Beyond this, nostalgia can provide comfort in a world that is often unstable and anxiety inducing. Many adults are not feeling so rosy about the state of the world, even pre-2020 lockdowns. Negative emotions, including stress, sadness, and anger, have reached record highs globally according to Gallup, a research firm that started tracking this in 2005.8 Meanwhile, new adults, including millennials and members of Gen Z, have found that growing up is hard, maybe even harder than for previous generations. Adult milestones such as buying a home and getting married have become more and more expensive, putting traditional goals beyond the reach of many new grown-ups, even those who work full time.Adults who reminisce about childhood are able to reexperience a time in their lives where they felt secure, with a lifetime of possibilities ahead. Engaging in activities that brought them happiness during those years can help recreate a sense of warmth and safety, which is often missing in adult life. This concept extends to the value of play, which is universally beneficial. Games provide a critical space for individuals of all ages to explore different identities in low-risk scenarios. For adults, as with children, play fosters creativity, connection, and joy, triggering a dopamine release that is vital for well-being.While kidulting faces criticism for potentially promoting superficial engagement with the real world or being an escapist distraction, it is essential to consider the broader context. Critics often point to those who use nostalgia-driven activities for self-promotion or as an escape from adult responsibilities. Indeed, immersing oneself excessively in games or toys can be detrimental, highlighting the necessity of moderation in these pursuits.However, the simplicity of kidulting activities may be precisely what offers significant benefits. Adults today face a barrage of complex challenges, from information overload to financial and physical insecurities. In this tumultuous environment, the respite provided by revisiting the simplicity and joy of childhood can be invaluable. Kidulting, in offering a temporary retreat into a world with simpler rules and goals, provides a much-needed sanctuary for rejuvenation. Far from being frivolous, this return to childhood joys offers a brief yet potent reprieve, allowing adults to recharge and face their responsibilities with renewed vigor.References1. Homan J. Halloween is for Kids. “Kidults” too. The New York Times, October 22, 2023. https://www.nytimes.com/interactive/2023/10/20/business/shoptalk-what-is-a-kidult.html (accessed Dec. 26, 2023). Google Scholar2. Abcarian R. Column: Don't grow all the way up, it's a trap! Los Angeles Times, October 25, 2023. https://www.latimes.com/opinion/story/2023-10-25/barbie-mattel-kidulting-rejuvenile-christopher-noxon (accessed Dec. 26, 2023). Google Scholar3. Shure M. McDonald's Adult Happy Meals are more profitable than you could imagine. The Takeout, October 26, 2022. https://thetakeout.com/mcdonald-s-adult-happy-meals-were-a-huge-success-1849704225 (accessed Dec. 26, 2023). Google Scholar4. Gilblom K. Adults who love toys? The toy industry loves them, too. Bloomberg.com, July 17, 2022. https://www.bloomberg.com/news/articles/2022-06-17/toys-for-adults-a-growth-spot-for-lego-razor-and-mattel?leadSource=uverify%20wall (accessed Dec. 26, 2023). Google Scholar5. Wiederhold BK. Kids will find a way: the benefits of social video games. Cyberpsychology, Behavior, & Social Networking 2021; 24:213–214. Link, Google Scholar6. Juhl J, Wildschut T, Sedikides C, et al. Nostalgia promotes help seeking by fostering social connectedness. Emotion 2021; 21:631–643. Crossref, Medline, Google Scholar7. Sedikides C, Wildschut T, Cheung WY, et al. Nostalgia fosters self-continuity: uncovering the mechanism (social connectedness) and consequence (eudaimonic well-being). Emotion 2016; 16:524–539. Crossref, Medline, Google Scholar8. The pandemic has changed the shape of global happiness. The Economist, March 20, 2021. https://www.economist.com/international/2021/03/20/the-pandemic-has-changed-the-shape-of-global-happiness (accessed Dec. 26, 2023). Google ScholarFiguresReferencesRelatedDetails Volume 0Issue 0 InformationCopyright 2024, Mary Ann Liebert, Inc., publishersTo cite this article:Brenda K. Wiederhold.Nostalgia as Self-Care: Embracing the Kidult Culture.Cyberpsychology, Behavior, and Social Networking.ahead of printhttp://doi.org/10.1089/cyber.2024.29308.editorialOnline Ahead of Print:February 15, 2024 TopicsPediatric health PDF download
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