It's time to give customers some comfort food in the form of nostalgia marketing. In short: During times of anxiety or uncertainty, people find comfort in nostalgia. And according to some studies, it can even serve as an effective way of coping with difficult life transitions and stressful moments. In fact, a recent study found that more than half of consumers are finding comfort in old TV shows, films, and songs from their youth.īut all of this shouldn't come as a surprise - research has told us for years now that nostalgia helps counteract boredom, loneliness, and anxiety. The lockdown has burnt people out, leaving them searching for familiar entertainment options that bring back better memories from decades past. This past year has been filled with masks, social distancing, and working from home. In other words, it's a tactic of associating your company with something that customers already love and have fond memories of. Nostalgia marketing is the strategy of tapping into positive, familiar concepts from previous decades to build trust for new ideas and reinvigorate modern campaigns. This feeling that I'm describing is called nostalgia - and coupled with marketing tactics, you've got yourself a powerful way to elicit emotions from your customers. The smell of Toys R Us as I enter the store, dizzy with excitement for the unimaginable treasures that await me.Īll of this hits me in the feels because it reminds me of a time when I had little worries - except what kind of Lunchables my mom packed for me that day at school. The feel of Gushers exploding between my teeth during recess. A time when my eyes were glued to the Tamagotchi screen in case the blob dies, and when I begged my parents to buy me a bunch of glitter gel pens (only for me never to use them). Whenever I see these artifacts of my past, I don't just think, "Oh yeah, I remember those " I end up traveling to another time. As a 90's baby, there's something thrilling about scrolling through a list of things that brought me such joy in my youth: Tamagotchis, gel pens, Blockbuster, Gushers fruit snacks, Toys R Us - the list goes on. doi:10.I won't lie - whenever I see those throwback lists on Buzzfeed titled something like, "If You Recognize Any Of These 50 Pictures, I'm Sorry, You're Officially Old," - I get super excited. Nostalgia and well-being in daily life: An ecological validity perspective. Newman DB, Sachs ME, Stone AA, Schwarz N. Nostalgia: retreat or support in difficult times?. Nostalgia promotes help seeking by fostering social connectedness. Juhl J, Wildschut T, Sedikides C, Xiong X, Zhou X. Psychological and Mnemonic Benefits of Nostalgia for People with Dementia. Nostalgia, reflection, brooding: Psychological benefits and autobiographical memory functions. Jiang T, Cheung WY, Wildschut T, Sedikides C. The Negative Interactive Effects of Nostalgia and Loneliness on Affect in Daily Life. Combating Loneliness With Nostalgia: Nostalgic Feelings Attenuate Negative Thoughts and Motivations Associated With Loneliness. Whitney Houston ‘I Will Always Love You’ #1 In 1992Ībeyta AA, Routledge C, Kaslon S. 10 Things You May Not Know About the Wonder Years. Nostalgia: The bittersweet history of a psychological concept. Nostalgia in the Army (17th-19th Centuries).
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