You may have felt it already today. That sudden smile from a familiar jingle, a childhood snack, or a throwback ad. Nostalgia hits us in the heart. It’s not just about remembering, it’s about reconnecting with moments that shaped who we are.
We’re diving deeper into why nostalgia matters so much to people, and how brands can tap into those feelings in ways that feel genuine, not gimmicky. Because when you understand the emotion behind the feeling, you unlock a powerful way to connect.
Nostalgia is quite multi-faceted and key associations vary across generations. It’s rooted in tradition and heritage for Gen X and Boomers, while Gen Z and Millennials associate it with comfort and authenticity.
Another key dimension that keeps coming up is the idea of simplicity and returning to basics, shedding off stress and complexity. Almost all say nostalgic products remind them of simpler, happier times.
Music, toys, apparel are the top nostalgic categories across all generations. Snacks, frozen novelties & tech are more nostalgic for younger generations specifically.
Most agree that when it comes to purchasing nostalgic products, it is important that they stay true to their original design and purpose. Re-releases and partnerships with original creators are a great way to do this, and are most likely to engage GenZ. Authenticity to the product and the brand is more important than modern updates.
Almost all respondents say nostalgia is associated with simpler times and remind them of what’s important in life. Buying nostalgic products helps consumers redirect and escape current stressors/uncertainty.
To put it simply, it’s about making it about them, not us.
Apparel brands are strongly associated with nostalgia, and alcohol brands resonate more strongly in the UK than the US as being associated with nostalgia.
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