And that is what nostalgia marketing is: using themes and products from the past in your current strategy to awaken in your consumers, that longing to return to the past by buying your products. Marketers have already realized that nostalgia is overtaking the hashtag on social media for something much bigger, drawing more attention and consumers. A current example is the Motorola commercial showing the old V3, which was a hit in the early 2000s and to be honest, who never wanted one? And they are using this cell phone for a new product launch! Why nostalgia marketing is so powerful?
According to Dr. Constantine Sedikides , leader of a team of researchers at the University of Southampton, they found that homesickness attacks loneliness and anxiety. It was discovered that this feeling is normally used by the body to react in stressful moments Jewelry Retouching Service and great transitions. On top of that, the researchers found that people typically feel homesick at least once a week! Amazing, right? For marketing, nostalgia creates an emotional bond between the brand and its consumers , which is why it becomes so powerful. As a sensation that combats bad feelings like loneliness and stress, consumers who encounter nostalgia marketing typically associate the brand with something good and tend to stick with it! Millennials and Nostalgia Marketing Millennials are the generation of meaning.
This means that they do not look for brands that sell products in a way that is disconnected from their consumers. They do not look for brands that do not support any social cause or that are distant from the environment. It is the generation that tends to emotionally connect with the products and services they use in an intimate way, as if creating a relationship. And nostalgia marketing responds precisely to this requirement of this generation. The creation of Pokémon Go, for example, was an incredible move. It combines the feeling of familiarity and nostalgia, with the modern world, such as smartphones. Another incredible current move is the series Stranger Things, which managed to combine the charm of the 80s (with countless references to the time) with a Sci-Fi plot that makes anyone stay watching TV all night.