Marketing in the Age of Nostalgia

Flared jeans, plaid shirts and tiny sunglasses were prized possessions in the late ‘90s and early 2000s. And right on time, they are seeing a resurgence 20 years later.  But fashion isn’t the only thing from the past making a comeback.

Brands like Burger King are going back to their old-school roots to evoke a sense of nostalgia with its consumers. The new Burger King logo tugs on the emotions of hamburger lovers everywhere by bringing back the logo that was used in the ‘90s.

Uber Eats recently recreated the Wayne’s World sketch with the original duo from SNL, adding in Cardi B to keep the younger generation engaged. Dolly Parton partnered with Squarespace for a Super Bowl ad that used a rework of her famous “9 to 5” calling it “5-9” which served as a rallying call to those dreaming of turning their after-hours passion project into their own business.

While we all feel comforted by memories of our past, focusing on trends from the distant past aren’t the only option brands have when it comes to nostalgia marketing. Pre-pandemic activities like planning a weekend getaway with friends or checking out a new restaurant without having to worry about sitting outside or bringing along your mask can seem nostalgic today.

Some brands take advantage of those early days of the pandemic. Whipped coffee, the popular drink that spread like wildfire on TikTok, is now a recipe in the Unofficial TikTok Cookbook which features recipes and kitchen hacks from the early days of lockdown. Netflix joined in on the trend when it released “Death to 2020,” as a mockumentary to recount some of the most iconic moments from the year.

Regardless of the age of nostalgia, it always evokes an emotional response from consumers that encourages them to spend money to enjoy moments of the past.