’12 Ads That Prove Nostalgia Is a Powerful Marketing Tactic’ – HubSpot
Karla Cook says, “Nostalgia marketing is the advertising equivalent of comfort food.
In a time when most marketing focuses heavily on the future, it transports us back to a simpler place where our current problems don’t matter and the hustle and bustle of modernity just melts away. Instead of anticipating the next great thing, nostalgia marketing urges us to focus on the things we already know are great.
We know at a gut level that nostalgia gives our lives a feeling of meaning and continuity, but you may be surprised to learn it can also make us looser with our wallets. A study published in the Journal of Consumer Research found that nostalgic feelings made participants more willing to spend money on consumer goods and services.
It would appear that advertisers are catching on. Nostalgic ads have been popping up left and right — with millennials as their main target.
“Millennials are coming of age in an age of economic turmoil — a difficult job market,” Cassandra McIntosh, a senior insights analyst at Exponential, told Digiday. “Therefore, they end up romanticizing simpler times much more — even those times they weren’t around for.”
We selected 12 examples of recent advertisements that use nostalgia marketing for yourinspiration“.
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