If 2020 found you cocooned on the couch with a bowl of grain-free, vegan mac and cheese in your lap while watching the early seasons of Schitt’s Creek for the 4th time, you weren’t alone. Nothing inspires a dive back into the familiar quicker than when the present goes to hell. And even as the world holds its breath and hopes for some form of normalcy to return, many of the behaviors we adopted to weather the past two years may be here to stay.
Nostalgia marketing is one of them.
Our turbulent world has certainly put creative agencies on the path to the past before. As a recent Forbes article notes, nostalgia played a crucial role in marketing campaigns run after 9/11 and the financial crisis of 2008. What’s more, it’s fair to assume many of those initiatives achieved the sales they were designed to inspire. Forbes cites research from the Journal of Consumer Marketing that found “invoking nostalgia led people to be more likely to go shopping and spend.”
