‘Kidulting’ a trend for young adults

Nearly 70% of 13 to 39 year olds re-watch shows and movies from their childhood for a dose of nostalgia and comfort.

This phenomenon – which forms part of a broader cultural trend known as “kidulting” – shows childhood memories can play a key role in entertainment choices, even into adulthood.

Growing up can be difficult. But it seems that Millennials and Gen Zs have found a way to slip back into childhood and forget their often-stressful adult lives.

According to the latest YPulse Kidulting Trend Report, more than two-thirds of 13 to 39 year olds admit to enjoying content they watched as kids.

The trend among Millennials is probably amplified by their current role as parents.

Nostalgia is the main driver, with half of it allows them to escape the pressures and anxieties of their adult lives.

This goes beyond mere entertainment, offering a form of therapy and connection with their inner child, especially in a world where mental health issues are increasingly recognised and discussed.

So it’s no surprise that classics like SpongeBob SquarePants, Tom and Jerry and Rugrats rank as their top three favourite childhood shows, YPulse reports.

“The role that childhood media [new or old] plays in the lives of Gen Zs and Millennials reflects more than just a fondness for the past.

“They genuinely enjoy it today, and it brings them comfort, whether they grew up watching it or not.

“Today’s teens and young adults continue to find joy in content made for kids, especially as newly released content approaches more adult, emotional topics with a gentleness and nuance that older kids’ content didn’t necessarily have,” YPulse explains.

Nevertheless, 43% of those surveyed watch current or new children’s content to share a special moment with the children in their lives, or enjoy the often fun and light-hearted tone of this content. –