The connect tool we all can relate to.
I was in high school for the era of the supermodels Cindy, Claudia, Naomi, Guess Jeans, Mondetta, (pop) Swatch and CK. I was not cool enough to have all of these brands. But now, in my late 40s, it's funny what you can afford and where you'll put your money.
My father-in-law rebuilt a 1964 'Cuda, and my husband has an Alf in his office and has picked up a Rubix cube; all around you, I bet you'll see people with something, no matter how big or small, that reminds them of the past.
For me, it is all 90s.
But where does this come from, and why do we love returning to our pasts?
--> From a Google search, we get the following: "The term "nostalgia" was first used in 1688 by Swiss physician Johannes Hofer to describe the homesickness of Swiss mercenaries serving European monarchs. The word comes from the Greek words nostos (return) and algos (pain). Hofer considered nostalgia a "cerebral disease" caused by the vibration of animal spirits in the middle brain.
In the 17th century, nostalgia was considered a psychopathological condition that affected people who were isolated, uprooted, or had fragmented social contacts. Physicians in the 18th and 19th centuries were particularly interested in nostalgia."
The term now is far more endearing, reflecting back to one's past, longing for something from the past, a person, event, thing or experience.
We reflect back on the past with rose-coloured glasses (and if it was the 70s, they were likely circular). We negate the negative, and our mind returns to positive and favourable memories; those are the ones we are after.
Does nostalgia sell? Very well, in fact.
When people are taken back to special moments or are reminded of fond memories, cultural milestones or significant events from their past, it triggers the brain's reward system, releasing the 'feel-good' hormone dopamine. Consumers cannot resist engaging with a brand that brings this back for them.
However, these feelings are deeply rooted in a cognitive bias, meaning we tend to idealize elements of our past, disregarding the negative or less favourable associations.
Behavioural economics recognizes cognitive bias as an error in judgment or thinking and an effective tool to prompt action. By the association of a positive emotion, our desire increases, we may even pay more than we should. -- this may be a good moment to consider if you, or anyone you know, ever paid too much for an antique, relick or memory item from the past (consider how much car collectors pay)).
Research from the Journal of Consumer Research shows that nostalgia increases consumers’ willingness to pay for products, enhances brand loyalty, and strengthens emotional ties.
Like I said, I am a 90s girl, so I, too, have paid too much for things from my past; I own a 1993 Honda Del Sol, and my fair share of Pop swatches and Haring and Warhol items adorn my office.
The Brand Nostalgic Revival:
So, if we are looking at how brands have used this, here are a few off the top of my head:
Swatch’s Pop back
As a high school girl, the pop swatch was everything! Originating in the 1980s and 90s, Swatch’s PopSwatch watches became a cultural phenomenon, celebrated for their bold colours, playful designs, and interchangeable straps. Some designs feature well-known artists, others celebrate huge moments, and the interchangeable design allows users to fully customize their looks (classic Endowment Effect). As quickly as they appeared, they faded out again.
In 2016, Swatch returned an updated version of the iconic PopSwatch, blending retro aesthetics with a modern look and new designs.
This move wasn’t just about selling a watch—it was about reconnecting with customers who wore PopSwatches in their youth while introducing a new generation to the brand’s playful, innovative spirit. By keeping the essence of the original design intact while updating the product for today’s audience, Swatch created a bridge between the past and the present and commanded a premium for some designs.
Dodge: The Muscle Cars Redeux
Car enthusiasts are no strangers to the allure of nostalgia and can be the most appreciative and critical group regarding their memories. In the early 2000s Dodge carefully harnessed nostalgia by reviving and updating iconic models like the Challenger, Charger and Dart. These restyled designs were intended to be modern vehicles that would pay homage to the muscle car era of the 1960s and 70s and appeal to the generation with the most memories and disposable income, the boomers. With modern styling and roaring, sleek engines, Dodge banked on these cars evoking memories of classic American road culture and opening wallets.
Dodge’s marketing taps into the cultural significance of these cars and the cognitive bias that these cars held. This blend of old-school aesthetics and modern innovation makes the cars irresistible to longtime fans and younger consumers eager to experience a significant memory from the past, likely also due to their parents owning or speaking about these cars and how movies have glamorized them.
Pepsi’s Retro Logo: Going Back for the Future
Pepsi recently reverted to a logo inspired by its 1980s and 90s design. This shift returns to a simpler, more recognizable identity that resonates with consumers’ memories of a “simpler time.” For many, the new/old logo is more than a brand mark—it symbolizes shared cultural moments, from backyard barbecues to blockbuster movie nights.
The retro-inspired redesign also aligns with Pepsi’s positioning in a competitive market. By embracing familiarity, Pepsi strengthens its emotional connection with customers and stands out in an increasingly crowded beverage aisle.
These are only a few examples of nostalgic design and how we have gone to the past to tap into today's customers. Many fast food brands have done this as well, bringing back old figurines like Grimace and Hamburglar (McDonald), reviving old packaging like Burger King, or bringing back old favourites.
Nostalgia makes us feel good; it's embedded in our memories and creates optimism and when we feel all of these great things, we want to capture the moment, share it, and feel good.
Its a great tool to boost sales, but it should also feel like it comes from a place of authenticity and not a 'grab', it should also not be overdone.
How can you bring some nostalgia back to your customers?
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