Expression popularized in fashwave memes, often alongside support for traditionalist fascism and especially the ideas of Julius Evola. It appears frequently as a meme format in which "modernity" is conflated with representations of diversity, sex, progressive politics, 2SLGBTQ+ representation, or even Judaism. "Tradition" is often represented by images of white, heteronormative families or authoritarian demonstrations meant to invoke nostalgia for fascist viewers.

As "Reject modernity, embrace tradition" memes became popularized, many memes have also been made using the expression with messaging unrelated to fascism, with some even parodying the original use of the meme. These memes are not necessarily hateful. Proper context of each should be carefully considered.