What’s New With Nostalgia?

While nostalgia has a long history in cultural conversations the world over, it took on a new energy and prominence during the pandemic. It emerged during quarantine as a way to escape to ostensibly simpler times, but 4 years later nostalgia remains an almost daily topic of conversation. A trend reborn in a highly particular cultural moment and propelled by quick-turn social media is now on the verge of becoming an enduring mega-trend. But as the cultural context for this continues to evolve, is the concept of nostalgia evolving as well?

In this briefing we’ll explore not only the new drivers of nostalgia but also the new attitudes, applications, utility, innovations, cultural contributions and even key ‘watchouts’. This briefing is for any brand or marketer, as well as any consumer who is interested in a forward-looking analysis of our obsession with the past.

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