Looking Back, Moving Forward

Looking Back, Moving Forward. The future’s uncertain, so it comes as no surprise that audiences are looking to nostalgia for relief and comfort. Successful brands are creating content that finds a balance between old and new by embracing technology. Consumers who reflect on the past are open to spending more than those who reflect on current or future memories. Old TV shows, films, songs and even Pokémon cards are making a comeback on TikTok. While Millennials are most likely to connect with nostalgia, brands can also tap into “newstalgia” to extend the trend to Gen Z and beyond. To effectively engage audiences, brands need to be contextually relevant and have a reason to be there, while remaining authentic to the subject matter.