🎶 "Don't you (forget about malls)"🎶

Gen Z loves vintage, so much so that mall operators are tailoring their own marketing to appeal to younger consumers’ yearning for nostalgia.

Simon Property Group, the largest mall operator in the US, just launched a new campaign celebrating '80s and '90s nostalgia “with a new generation who wants to shop, eat, stay and play at the mall as much as their parents do.”

"While GenZers may find their moms cringey, it turns out that they have developed a love for many of the same things their parents did: from fashion to movies to music and the mall," Lee Sterling, Simon's chief marketing officer, said in a statement. “While the mall experience has evolved over the years, it continues to capture the zeitgeist of each generation."

As much as Gen Z lives on social media and shops on TikTok and Instagram, they’re also mall rats who love hanging out with friends and shopping together in stores.

The retro-themed ads are set to iconic 1980s soundtracks such as Simple Minds’ "Don't You (Forget About Me)," that asks: Won't You (Meet Me at the Mall?).

But, coming back to the present, Simon also has launched @themall social channels on TikTok and Instagram so Gen Z can still catch up with the mall experience when they’re infinitely scrolling.