Nostalgia was a trend prior to 2020, but as lifestyles continue to be disrupted by COVID-19, consumers spend more time in their homes to stop the spread of the virus and increasingly turn to nostalgia to help them cope with the anxiety, stress and isolation that has been brought about by the pandemic. This report examines the relevance of nostalgia for today's consumer mindset, the possibilities brands can explore and the pitfalls that they should avoid in incorporating nostalgia
Nostalgia marketing is about comforting consumers emotionally and psychologically, giving them peace of mind and an escape from the hardships of the present. Nostalgia also creates a sense of connectedness with friends and family through reliving past experiences or values. Nostalgia was a particularly important coping mechanism in 2020, as consumers found their worlds transformed by the COVID-19 pandemic.
Internet-fuelled Nostalgia allows brands to explore their heritage and connect with consumers through shared values via video, music and imagery, allowing them to escape and find community and belonging, even during the pandemic. while they could not physically interact socially, or travel. This kind of digital-first nostalgia takes ground in internet communities and then manifests in IRL behaviours and purchases.
Young consumers are particularly drawn to nostalgia as they are disillusioned with their reality, but Millennials and Gen Z seek out different nostalgic experiences; one personal and the other historical.
While there is a desire to revisit the past, young consumers do not want to abandon social progress that has taken place and bring back problematic aspects of the past. Nostalgia can be harnessed to embrace aspects of the past, to return to shared core values and qualitative ways of living, in a way that also helps to build a better future.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page