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Back to the future: the role of nostalgia in marketing
- 28 March 2025
Nostalgia has been a rising trend for some time now, and it certainly looks like it is here to stay. With advertising featuring a parade of iconic faces, classic references and music hits from yesteryear, consumers are loving the trip down memory lane.
This year’s Super Bowl adverts saw an abundance of reminiscent celebrities return to our TV screens; Catherine O’Hara and Willem Dafoe in the Michelob ULTRA advert, Harrison Ford partnering with Jeep, and David Beckham staring in Stella Artios’ to name a few.
But it's not just advertisers jumping on the nostalgia bandwagon. The recent return of Renee Zellweger in Bridget Jones: Mad About the Boy and the slew of reboots, sequels, and spin-offs of popular series and films from the 80s, 90s, and early 2000s from popular streaming services have gripped viewers attention. Last summer’s mad rush to secure an Oasis ticket and the resurgence of 90s low-rise jeans and other fashion are proof nostalgia trends have seeped into every part of our lives.
The past has a power over us, especially in times of uncertainty. Often tied to personal experiences and memories, brands use it to connect on a deeper, more emotional level. When used well, it can be a powerful tool that increases our willingness to spend.
But why are we choosing to recycle all this culture now, and does that put it at risk of losing its emotional touch? Let's find out.
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