Nostalgia explained: a mechanism to create and deepen emotional brand connections

JULY 2024

EDITION XV : NOSTALGIA

When the present moment is "squirmy," we tend to fixate on the future and draw solace from the past. Folks in the branding and product world have always known about the power of nostalgia... and there's new research showing the benefits and perils of taping into it. We're eager to share some of the articles about nostalgia that have caught our attention lately. Enjoy!

Whats Old is New

Finding the "resonance with retro" for brands living in modern times.

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That Yearning Feeling: Why We Need Nostalgia

Evolving insight in how nostalgia effects us.

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Gen Z’s Love for Nostalgia: Why Young People Are Rediscovering ‘90s Music And why "sad" is Gen Z's most searched term in music (oof!).

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Feeling Nostalgia is Good for Our Present and Future Well-Being

So here's why we need more of it... stat!

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How History Shapes the Present

A reminder that nostalgia is powerful because our histories shape our present stories and perceived truths.

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(Opposition Article) Why Nostalgia Marketing Is A Double-Edged Sword

Hitting home with some confusing others.

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