Why nostalgia marketing works — and how brands are cashing in on your memories
Nostalgia is everywhere — from TV reboots and Y2K fashion to brands reviving old ad campaigns, companies are betting that your fondest memories are also their best marketing tool.
Recently, the 20th anniversary Hannah Montana special sparked a new wave of that nostalgia, with fans revisiting the show as Miley Cyrus reflects on its lasting impact.
Justin Bieber’s recent performance at Coachella also sparked conversations (external link) about nostalgia. During his set he revisited his older hits and shared his throwback videos from YouTube on the big screen.
These are just a couple of examples. Nostalgia is a proven tool for tapping into familiar memories and cultural moments – and experts say it’s only growing more powerful.
“Nostalgia is all about tapping into a time or a place where people have happy, personal memories,” says Jenna Jacobson, professor of retail management at TMU. “People gravitate toward this content during periods of uncertainty or stress.”
The emotional pull of nostalgia
Rachel Ulrich is a master’s student in the psychological science program supervised by Frank Russo. She also works at TMU’s Science of Music, Auditory Research and Technology (SMART) Lab.
Nostalgia also makes us feel less alone.
“Reflecting on memories tied to TV shows or music can help us feel connected to those around us, especially when there’s a shared childhood experience,” says Rachel Ulrich, a psychological science grad student.
Music in particular plays a strong role in triggering those feelings.
“Music-evoked nostalgia can bring you back to certain times of life, the people you were surrounded with and specific memories that are tied to that music,” says Ulrich. “So just hearing a piece of music can bring you back to that moment or memory.”
Hannah Montana stood out in part because of its music. Popular songs from the show made it into playlists and stayed there.
“It was a type of cultural phenomenon that was embedded in our childhoods. Hearing those songs today or watching the special can bring back not only the memories of the show, but also the memories of that time of life and memories with friends,” says Ulrich.
Why brands keep selling the past
Jenna Jacobson is a professor and Eaton Chair of Retailing at TMU's Ted Rogers School of Retail Management. She is also the director of the Retail Leadership Institute in Toronto.
Nostalgic marketing is a deliberate strategy. Brands and retailers use it to tap into their audience's desire for happy, simpler times.
“It's widely used because it tends to work,” says Jacobson. “It brings people back to a simpler time – or at least what feels like one.”
That sense of familiarity can help build trust and connection with audiences.
“This kind of emotional comfort provides stability,” says Jacobson. “There's a lot that's going on in the world at the moment.”
How social media fuels nostalgia
Social media amplifies nostalgia in a way older platforms never could. People don’t just consume content, they create it, share it and build a community around it. On social media, individual memories can become shared cultural moments.
“Social media gives people and brands an opportunity to connect,” says Jacobson. “These campaigns aren’t just reviving the sense of the past, they’re creating it in a heightened social media ecosystem where nostalgia gets amplified and meaningful to audiences who are able to tap into this trend.”
Jacobson says platforms tend to reward recognizable and remixable content, making nostalgia a natural fit.
“Things like the early 2000s music, the Hannah Montana special, Y2K fashion —it’s something that people can identify with on social media,” she says. “People recognize and gravitate towards it, experience that psychological safety and then reshare it.”
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