There, in the depths of our pleasant memories and human connections, lies the branding power of nostalgia. And happiness makes us want to share our experiences with those we love. Ultimately, nostalgia is a source of happiness for many. And as they take in sights and sounds that feel so familiar, they feel free and inspired to create new memories. Since then, I’ve seen firsthand how brand experiences that are anchored in nostalgia give people a sense of comfort and confidence. The result was an immersive brand experience that surrounds patrons with everything awesome from the ’80s and ’90s. In need of a healthy distraction, I devoted time to developing and building a retro “barcade” concept that blended my favorite childhood memories and my adult interests. Back in 2013, while serving as CEO of a different brand strategy firm, I was beyond frustrated with my clients. Cash Register, Meet Nostalgiaįor a decade now, I’ve focused on turning nostalgia into a profitable business called Rise Brands. I find that these misperceptions aren’t just wrong, they are costing businesses a lot of money in missed marketing opportunities and lost brand loyalty. In other words, CEOs and CMOs worry that tying their brand to the past will make people think they’re rusty, dusty and out of touch. If nostalgia-driven experiences can get us to reminisce fondly about yesterday while also making us feel better about tomorrow, then why isn’t every company soaking their customers in a warm bubble bath of pleasant memories?Īccording to Clay Routledge, who has studied the psychology of nostalgia for 20 years, “I’ve heard business analysts and leaders argue that, although nostalgia may help some companies sell a range of products, it’s ultimately bad for business and the economy.” It means scientists can not only link nostalgic experiences to happy moments in our past but also, as study co-author Tim Wildschut put it, “Nostalgia does have the capacity to facilitate perceptions of a more positive future.” He called this practice creating "eternal brands." These reboots target millennials especially – a generation often cited as being particularly prone to nostalgic feelings – and one that is typically defined as those born from 1981 to 1996, Lizardi said.That last point represents a major discovery. Lizardi argued the entertainment industry encouraged a perpetual attachment to adolescence for the now-grown '80s and '90s kids, hoping to make connections to past franchises and hook new generations. "It felt like it was being marketed toward me to sort of introduce her to these same things." "So a lot of this research for me stems from my daughter was born in 2015, and noticing the ways in which a lot of the media that she was being asked to consume, was similar to the stuff that I had in my own childhood," he said. Ryan Lizardi, associate professor at SUNY Polytechnic Institute, and author of the book Nostalgic Generations and Media: Perception of Time and Available Meaning, told ABC News' "Start Here" podcast that the media itself was the clear catalyst for this trend.
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