Remember the good old days? It’s an abstract concept, and one that means something different to everyone. Yet the nation’s yearning for nostalgia shows few signs of letting up.
After a decade which has seen the fallout of a financial crash, the pandemic, the cost-of-living crisis and nationwide protests, Brits can be forgiven for craving simpler times. In 2024, the concept of nostalgia is taking on new, often contradictory meanings: research uncovered in the7stars Cultural Codes noted the rise of both ‘nowstalgia’ – memories of the very recent past – and ‘fauxstalgia’, where people long for an era predating their lives.
The demand for nostalgia is permeating how people think about and consume brands. Two-thirds of adults say they seek out media that reminds them of ‘the better times’, whilst the percentage of music streams categorised as ‘current’ songs continues to decline. Obsolete fashion from the 90s and 00s is making a comeback. From Barbie to Burger King, brands have capitalised on Brits’ yearning for yesteryear by evoking the simpler times.
Tapping into nostalgia – whether the real or the re-imagined – can be a powerful tool for brands looking to build trust among audiences. But much like our memories, nostalgia has its limits. An analysis of 2023 Super Bowl ads found 16 campaigns with cultural references over a decade old; yet, while these ads were viewed as likeable, they suffered from poor brand linkage. Without a clear red thread back to the brand, such nostalgia can feel forced.
And whilst our memories of the past are fond, they tend to exclude the less rosy elements of previous decades. In introducing cultural throwbacks designed to appeal to our craving for nostalgia, brands should think carefully about which groups they may be isolating.
Nostalgia, an innate craving for simpler times, is here to stay, at least in our collective conscience. But while it can be a catalyst for connections, nostalgia itself is no silver bullet. Brands should be prepared to fight for their place in history – or else get stuck in the past.
Sources: the7stars Cultural Codes 2024; WARC, 2023; Cosmopolitan, 2024; Zappi, 202
