August 2022
As we continuously move into the future, many like to look at the past with a sense of nostalgia. This resurgence of popular culture from decades past has in recent years become one of the hottest marketing trends for many brands. Read on to discover the reasons why nostalgia branding is the top modern trend.
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Why People Are Looking Back
People tend to look back on better times to help them deal with their current struggles. Looking back to the simpler times of the past provides a form of escapism for many people. Today, it is so easy to access any form of nostalgia that you wish on the Internet. Consumers today take all sorts of nostalgic trips with music, film art, books, and even articles.
The Science Behind Nostalgia
Believe it or not, there is science behind nostalgia. Research has suggested that nostalgia can lead to a sense of optimism and resilience. These positive memories release chemicals in the brain that make people feel good. These chemicals also make us want to relive that good feeling again and again.
Why Nostalgia Branding Works
This type of branding works because it appeals to everyone. The fond feelings of nostalgia are not restricted by age. Although it does appeal to nearly every generation, one demographic is especially embracing it: millennials, who are the target audience of most brands. This generation is the one currently setting the contemporary trends in society, so it’s no wonder brands are tapping into nostalgia.
Modern Nostalgia Branding Trends
Nostalgia with Fashion
The old saying what is old is new again has always been true in the fashion industry. Every year, fashion takes some inspiration from the past. Fashion magazines and influencers display past fashion trends on social media that have consumers reminiscing about the bold and innovative looks from decades past. This, in turn, inspires modern designers to continue borrowing from the past for future fashion designs.
Relive Memories with Music
Music can transport anyone to another time and place through memory. Many Facebook users post past music videos from their favorite artists or genre. Spotify Wrapped has made it easy to create nostalgic playlists that users can share. The platform also allows users to display their Top 100 songs or their favorite genre.
Historic Nostalgia
Many companies are using history to promote their brand. For example, fast-food giant Burger King reached back decades and re-released its 1970s logo design to draw in old and new customers with this sense of nostalgia to recall better times. Many people in the Baby Boomer generation, of course, have responded to this nostalgia campaign, as it reminds them of their youth.
Social Media and Nostalgia
Nostalgia is currently exploding on social media, and the various platforms are taking note. For instance, Facebook plays off nostalgia with its users by offering memories of past posts from years back. These memories of past photos, posts, and videos are available for users to repost to spread this nostalgia to all their social media connections.
Nostalgia provides comfort in times of struggle. This escapism helps people cope with the present and look forward to the future with a sense of optimism. If you brand your business while utilizing this hot marketing trend, it can substantially grow your business.
Inner Works Pro knows what business trends to watch. We can help grow your business with our brand management services. Contact us today to get started.