May the Odds be Ever in Your Favor: Welcome to the 2010’s Renaissance

The 2010s gave us One Direction. A whole host of dystopian novels. Mermaid braids. Unicorn lattes. Werewolves. Vampires. Infinity scarves. Neon.

Lately, it seems like it's all making a coming back. The latest trend? “The Hunger Games.” Published first as a young adult novel in 2008 and then released as a major film in 2012, “The Hunger Games” follows protagonist Katniss Everdeen as she starts a revolution after surviving a fight to the death mandated by the government. With all four films of “The Hunger Games” franchise now available on Netflix, it's no wonder it has seen a recent spike in popularity.

But, this isn’t the first time we’ve seen Gen Z return to a decade-old franchise. “Twilight” had a similar renaissance during the pandemic, with many turning to the old vampire films for doses of comfort, humor and nostalgia. Even if you didn’t rewatch the films, you’ve definitely heard the memes of “where the hell you been loca?”

Much like how TikTok has the power to turn a backlist-year-old romance novel into an instant best seller with just a trending audio, TikTok also finds itself boosting already-established franchises into fresh — albeit temporary — stardom.

“The Hunger Games” is far from a backlist book, but its revitalized status as the teen comfort film of the moment years after the last installment, “Mockingjay Part 2,” was released, speaks volumes about the organic way TikTok facilitates conversation between fans.

Jennifer Lawrence as Katniss Everdeen | Mockingjay Part 2

Conversation among young people about their favorite books and movies is hardly new. Fan interactions, purchases and online presence were part of the reason these franchises took off in the first place. Teens bought merch, stood in line for hours and made complex fan edits online. “The Hunger Games” was nothing short of a cultural phenomenon when it was first released, and it paved the way for other dystopian books of varying success levels like “Divergent,” “Matched,” and “The Maze Runner.”

While some of the criticism of franchises like “The Hunger Games” and “Twilight” were valid, much of the critique was aimed at the franchises' predominantly female fanbase. Passions dubbed “traditionally feminine” have often been ridiculed solely for being the object of young girls’ affection. However, once a franchise is dubbed “serious,” it no longer is belittled. Take The Beatles for example, whose early fame was built, in part, on female fan hysteria.

Now, Gen Z has brought about a newfound appreciation for the things these teenage girls once loved. Many feel that they can now talk about their love of these franchises without being patronized, as social media has made it easy to connect with others who have the same interest. There is also more self-awareness. Fans aren’t arguing that (Twilight’s) Edward and Bella were the paradigm of a healthy relationship. Instead, they talk about how they loved the story and what it meant to them at a time in their life. And as the world feels increasingly bleak, fans have turned to the messages in “The Hunger Games” about rebellion, consumption and war with new eyes.

Elizabeth Banks as Effie Trinket in The Hunger Games

At the time of its release, much of the advertisement for “The Hunger Games” missed the point: that powerful regimes will always tend towards corruption, and that a wealth divide infused with celebrity worship is designed to keep people placated. Many marketing campaigns focused on which teen boy protagonist Katniss would end up with, while the movies and books used the love story as a commentary on the commodification of romance narrative on television. The rebellion storyline was used to sell toy bows and arrows. Covergirl’s makeup campaign showcased looks that seemed indistinguishable from the ones the film was supposed to be satirizing. The lines between reality and the story were blurred.

In fact, this blurring of violence, romance and extreme excess wealth is what inspired author Suzanne Collins to write the book series in the first place. She was channel surfing between a reality show and news coverage on the war in Iraq, when the two began to mix in uncomfortable ways.

Covergirl Makeup ads for The Hunger Games: Catching Fire promotion

And, “The Hunger Games” isn't the only trend experiencing a revival. Thin brows, flower crowns and the Tumblr aesthetic have all made a comeback, reflecting a nostalgia for the early 2010’s when these trends were at their peak.

So, why are these trends experiencing a resurgence now? For one, people find comfort in what they know from their pasts. In a world that's constantly changing, revisiting the trends and phenomena of the past can provide a sense of stability and familiarity. It’s also that the fast-paced nature of social media means that trends have shorter turnover rates. Usually, 20 years or more go by before a fashion trend is revived. Now, a trend that ended when a student was in middle school will return before they graduate.

The oldest of Generation Z have reached their first jobs. They have disposable income now, and companies know this. Why else have they invested millions into social media marketing to target the younger generation? The nostalgia of 2010’s pop culture may be driven by a sense of comfort in the familiar, but it is also unmistakably a marketing ploy to capitalize on a new generation's attachment to their past.

Generation Z has entered the consumer market. They are laden with student debt and unable to afford housing, but companies are ready with the next big thing, or as “The Hunger Games” would call it, “bread and circuses” to sell to them.