Why nostalgia is so ‘fetch’ right now, the latest report in Effie UK and Ipsos UK’s Dynamic Effectiveness series, highlights why nostalgia presents an opportunity for marketers to connect with consumers. By tapping into the feel-good factor in their past, brands can inspire feelings of control, comfort, connection, hope, or security.
According to the report, using nostalgia can strike the right chord with your audience and provide an opportunity for empathy and fit.
Data from Ipsos’ Global Trends Survey shows that in Great Britain, 44% of people agree that ‘given the choice, ‘I would prefer to have grown up at the time when my parents were children’, offering further evidence of rosy retrospection and a strong desire for the past when faced with an uncertain future. A further 60% of people would like their country to be the way it was.
The report details four Effie Award winners that have used nostalgia to evoke specific feelings for their audience, including Renault’s ‘Papa, Nicole’, KFC’s ‘Chicken Town’, Havas’ ‘Long Live the Local’ and Crayola’s ‘Colours of the World’, which powerfully demonstrate how brand heritage can build connections and provide comfort, how evoking nostalgia can inspire people to take action, and how addressing the past head on can provide hope and a reason to look ahead.
To read earlier reports in the Dynamic Effectiveness series, click here:
– “A Woman’s Worth: How Better Portrayal Is Good For Business”
– “The Empathy Gap and How to Bridge It”
