Nostalgia is a powerful sales engine. Consumers feel very identified with those products that use these tools to connect with them and are very receptive to them. Different studies have been indicating different keys to understand why nostalgia sells and sells so much. On the one hand, consumers are much more inclined to spend more when products encourage those feelings. In other words, nostalgia inclines us to be less limited in investment. We accept that the product is more expensive if it appeals to these feelings.
On the other hand, nostalgia works very well with young consumers, with millennials, those consumers that brands cannot understand and whom they cannot easily conquer with their products. Brands fail to understand what the motivations are for millennial spending and what makes these shoppers stick with one product and not another. Nostalgia has become a kind of safe value.
Why does nostalgia work with millennials?
It is a somewhat temporary issue. Given that millennials have reached adulthood at an economically difficult time and have had to face certain problems due to the economic crisis that previous generations did not have to face, there has been a kind of ‘comeback’ movement , so to speak. They like things that remind them of their childhoods because they associate them with better, happier, and safer times. That’s what makes you enthusiastic about 90s-style cereal bars – it’s like heading back to your family home kitchen for breakfast.
This has meant that products that did not exist since the 80s or 90s have appeared or that television series recover content from the past. Stranger Things, the hit of Netflix, is a kind of tribute to the 80s.
And, as all these elements triumphed and as brands that were using nostalgia connected more and more with millennials, there was a nostalgic boom movement. Suddenly, nostalgia was everywhere and it helped sell just about anything. But this excess of nostalgia and this excess of glances at the past could have had an effect that was not expected (or perhaps yes, when brands get things out of hand, it usually ends just like that). Have consumers started to get tired of the nostalgic? Thailand Phone Number List Are they starting to get saturated with all those retro elements and all that recovery from the childhood era? As they point out in a column in AdAge, signs of saturation are already beginning to be seen and millennials are beginning to get tired of the boom of the past. They are still nostalgic, but they don’t want everything to stay in a revival. They want nostalgia not to cloud the future.
For this reason, brands have to present nostalgia in a different way and have to be able to integrate it into a much more complex message, if they want millennials to continue communing with that content and with those products. What are the guidelines for not losing your way and to keep staying within the channels of nostalgia? According to AdAge, three issues should be taken into account.
Merge memories with the promising future
This is what Pokemon Go did at the time. He took something that consumers associated with his childhood (Pokemon) and linked it to something last generation (augmented reality). Brands have to be able to use nostalgia, to use that interest in past times and all the associated emotional charge, but adding the best of the present and the future. In other words, nostalgia has to be sifted by the positive of now and the product must be improved by those things that are possible today and were not possible before. Nobody would want to go to eat in a medieval restaurant if they followed the same hygiene rules of the time …
Either you hit with nostalgia or you will stay in the heap
Playing on nostalgia seems like a safe value. Actually, it is not. Either nostalgia is used well and a real and powerful emotional bond is created with the consumer, that is, you choose well what nostalgic element to appeal and how to do it or it will all come to nothing. Brands have to choose the element well and the how or its appeal to nostalgia will remain in borage water. For example, McDonalds tried to play with nostalgia to get millennial parents to make their children eat Happy Meals and failed. The brand did not manage to overcome nostalgia with the idea that its food is not healthy.
Don’t let technology take you down the hard road
All this nostalgia boom is also saying something else. It is a sign that millennials, despite their interest in technology, are also looking for a much simpler, simpler world, and they want brands to be able to offer it to them. The technology