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How do you engage consumers in a crisis? Nostalgia is key.

Never underestimate the power of nostalgia in connecting to consumers. Consumer conversation often revolves around nostalgia – an old piece of music, perhaps a television programme that’s been enjoyed in the past, or even an iconic advertising campaign.

Spotify’s latest Culture Next report, states that 68% of Gen Z are listening to and watching media from earlier decades, because it reminds them of when things were simpler. While all generations look back fondly on earlier eras, Gen Zs are reinventing nostalgia. Zs are filtering pop culture throwbacks through a current lens to access and inspire something new and all their own. A great example is Kate Bush’s 1985 hit ‘Running Up That Hill’ and the huge success it received after featuring in the series Stranger Things.

Viewing habits are much the same when dialling into what content inspires consumers the most especially with streaming platforms such as Disney+ and Netflix are entering the advertising space with a new library of potential. Maynard’s Larger than Life campaign, used childhood nostalgia in the form of I Spy, the visual creative showed the Wine Gum and Jelly Baby inflatables hidden near famous roadside landmarks to tie into road trips and family travels

According to latest thinking from Campaign, consumers turn to feeling of nostalgia in even greater numbers during times of adversity. Whether that is a backdrop of increasingly extreme weather conditions, political and financial storms, growing concern for mental health, or the cost-of-living crisis. This gives brands the chance to widen their customer base by creating nostalgic escapism, at a time consumers really need it.  Through old and familiar concepts that create happy memories, brands can build trust for new ideas and create awareness spanning generations.