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How Nostalgic Marketing Could Benefit Your Business
Today, we explore how nostalgia marketing has the potential to impact a brand’s success by looking at some of the top examples.
What is nostalgia marketing?
Before we delve any further, let’s explore what nostalgia stands for. Generally, nostalgia is defined as a strong longing or immense affection for a past event, experience, object, place, or personal connection.
Nostalgia is often triggered by a sensory stimulus, such as a scent, a song, a taste, or a sight; it can also be caused by a certain scenario, such as a conversation, a memory recollection, or a similar experience.
Nostalgia marketing takes on that notion and creates a playful campaign referencing from a time gone in order to tap into our collective longing for the past.
Who is the target audience for nostalgia marketing?
Millennials are deeply relating to the brimming social media and advertising content that embraces the slogan “Only kids born in the ‘90s will understand”. It makes them feel a part of a special generational cohort that’s united by a longing for a much-coveted time.
TV shows such as Friends and Sex and the City, comfort foods such as eggs and soldiers and fish fingers, and iconic fashion items such as strappy heeled sandals and denim butterfly tops are hitting just the right spot on the nostalgic spectrum.
Gen Z are also chiming in on the nostalgia trend, and they are really easy to get excited about it. Despite the fact they didn’t live through the decade itself, they are bringing ‘90s culture back into the world through their preferred mode of content sharing – TikTok.
