What is nostalgia marketing?

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Bratz, Barbie, Teenage Mutant Ninja Turtles, the canada b2b leads Motorola Razr—these days, it seems like everything is getting a reboot, remake or revival. Some might perceive the trend as brands lacking fresh ideas or mitigating risk by banking on past popularity to fuel future success. However, there’s no denying our cultural landscape is steeped in nostalgia.

Even as technology advances, there’s still nothing like the “good old days.” Given the wistfulness for our past lives in a post-2020 world, it’s no surprise nostalgia marketing is in. When executed correctly, nostalgia marketing spurs excitement, inspires brand affinity and gives people a warm fuzzy feeling they won’t forget.

Nostalgia marketing involves associating a product, service or brand with positive, familiar elements from the past to evoke an emotional connection with target audiences. By incorporating memories into campaigns, marketers can bridge past and present experiences to foster lasting relationships with consumers.

Why the nostalgia marketing strategy works
Nostalgia marketing works because consumers often make purchase decisions based on emotion. A Frontiers in Psychology study about the influence of social media brand marketing on consumers’ emotions says,“Consumers tend to choose products according to their own preferences and values, paying attention to emotional satisfaction and psychological recognition, so that enterprises can gain higher brand loyalty.”