There is no doubt that trends from previous decades are inspiring our generation today. Have you ever walked into a store and started to think, “Am I experiencing Deja Vu of the 90s?” If you said yes, you are not alone! Today’s trends are not so much “today’s,” they mostly stem from the nostalgia of the 70s, 80s, and 90s. I am currently obsessed with monochrome outfits – where from? Oh yeah, the 70s! Tiny sunglasses? Seems like the 90s to me! Anything oversized, especially blazers; those were worn in the 80s, right? However, there is a lot more than just fashion trends that society is adopting from earlier decades. Think about how disposable cameras, record players, and polaroid pictures are dominating Gen-Z’s “aesthetic.”
How is Nostalgia Affecting Digital Marketing?
Nostalgia marketing is about connecting your brand to positive thoughts and ideas from the past. We all want to be transported to happier times and for most, this is the past. Memories can trigger an emotional response, so identifying with the right memory can essentially prompt people to share these things with others. One way people are incorporating the vibes of disposable cameras from the 80s and 90s is by using disposable photo apps on their phones. These apps can add filters that make pictures look older and more grainy, giving the feeling of taking a picture with a disposable camera, but it was actually taken with your everyday cell phone. This is just one example of how old tools are influencing today’s technology.
We can combine the use of digital marketing and the feeling of nostalgia to truly connect with our consumers. Creating a series of ad campaigns that highlight iconic moments in history can invoke nostalgic victories in people’s minds which tap into their sentimentality. Associating our brand with comfort, peace, and happiness that result from these moments is the ultimate goal for your company.
The Nostalgia Within Digital Memories
One of my favorite things about Snapchat, Instagram, and Facebook is the notifications of the “One year ago today” posts. I am able to travel back in time to some of my most memorable moments shared with friends and family. Without this tool, these memories can become lost in the chaos of our busy lives. This feeling of nostalgia can really turn a bad day into a good one!
Another thing I love to do is play songs that were popular 10-20 years ago. I can hop in the car with my friends, roll the windows down, and sing 2008 Taylor Swift at the top of my lungs. The reason throwbacks are so popular is because everyone knows the lyrics and we can all have fun by singing along. If I started singing “Ice Ice Baby” by Vanilla Ice, I can almost guarantee that you would sing along with me, or at least know what I was singing. We are able to create these nostalgic memories by adding older music in the background of videos or playing them over the speakers at campaign events.
The Retro Revolution Affects Technology
You do not have to be decades-old to experience nostalgia, everyone can participate in ideas of this retro revolution. As technology is expanding, it can overwhelm and consume our lives. Have you ever wanted to just take a break from the busyness of life? I know I have had that exact thought. Whenever you want to escape reality, you tend to gravitate towards things that are associated with your childhood or even before your time depending on how old you are.
The most recent generation is all about “living in the moment.” Virtual Reality is dominating the entertainment industry. People are able to feel as if they are in multiple different settings and places, all while in the comfort of their own home. People are able to enter a whole new universe that makes them feel as if they are back in time. The retro revolution is changing the way marketers think. Instead of thinking solely on “What is something new I can do?” I am thinking, “What is a new idea that can create a flash from the past?”
Why Should I Care About Nostalgia Marketing?
At Boiling Point Media, we strive to create digital content that connects with our clients’ customers. With nostalgia becoming the trend of 2022, we are finding ways to create new concepts that relate to old ideas. We partner with our clients to focus on the experience their product will bring. We are able to make brand’s resonate in the consumer’s mind by associating the brand with something that they already love.