The power and purpose of nostalgia
On the back of an article, I wrote last year on how Gen Z are using nostalgia as a positive generative force. I had the pleasure of being interviewed for a radio segment on the power and purpose of nostalgia, especially during difficult times on NPR show 1A, a national public radio show based in Washington, D.C. The episode explored how nostalgia helps us cope by providing reassurance through fond memories and cultural touchpoints. Whilst nostalgia offers a neurological “hug” and mood boost, and this certainly has its value. There is so much more to nostalgia than being an escape from present realities. It can also be a generative force for pioneering the future. Gen Z in particular is playing with nostalgia in fresh, modern ways. Rather than regurgitating past trends, they revive and reinterpret retro subcultures to create new blended aesthetics. Part of the fun for Gen Z is transforming nostalgia into their own contemporary thing. In this era of hyper-individualisation with ever more niche communities and fluid subcultures, this generation feel empowered to mix and match across aesthetics and put their own slant on past fashions. Brands need to pay heed to this and move beyond traditional nostalgia marketing. By all means leverage beloved cultural themes but bring in new values and give consumers opportunities to co-create modern nostalgic experiences. Think Barbie movie which leverages fond cultural touchpoints but gives them a fresh spin with contemporary values that resonates today. Which reminded me of this quote by Brett Rakestraw “Nostalgic marketing shouldn’t be a train to the past, but instead a bridge to the future, utilizing the best of what has come before to paint a picture of even better memories to come.” Brands that tap into this transformational aspect of nostalgia will create deeper engagement and relevance.
(you can hear my interview from 30:10 into the radio article)
