Brand values must be right to fit the nostalgia megatrend

In broad terms, there are always branding opportunities available in harking back to the past. The salient point is that nostalgia never goes away. If we rolled back the clock five years, we would find different brands to those around us now ‘doing nostalgia’. as well as those treating the phenomenon in different ways.

Nostalgia is an underlying trend, which manifests in a dominant way every three to five years. It is used most effectively by brands when the wider cultural context connects with a relevant brand truth, so that the product seems to have always been destined to fit the zeitgeist of the day and consumers are re-engaged in the brand story.

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