NOSTALGIA IN MARKETING


FOCUS FEATURE


The use of nostalgia in marketing can take many forms


‘The internet has concentrated our perception of what’s new, but it’s also given us countless ways to revisit the old’


Defined in the Collins English Dictionary as “an affectionate feeling for the past, especially for a particularly happy time”, it’s hard to imagine anybody who hasn’t identified with the concept of nostalgia at various stages and to various degrees in their life. The word itself actually derives from the Greek nostos, meaning to return to one’s roots. Nostalgia is a powerful emotion. It can infiltrate any of


the five senses of sight, hearing, taste, smell and touch and can - at any given moment - evoke feelings and memories that can resonate in a deeply personal way or, equally, can engage whole swathes of people – reminiscing about England winning the World Cup back in 1966, for example. It’s ironic that in an age of fast-paced technological


advancement, innovation and continuous societal change and evolution, the concept of nostalgia has refused to relinquish its hold – if anything, it has gained traction in recent years. Nostalgia plays on the hearts and minds of society as a


result of a natural, innate desire by people to reminisce and look back fondly, triggering memories and feelings of times gone by. While the current pace of societal change is sure to play


a part in nostalgia remaining a key component of our everyday lives, technological advancement is arguably a more tangible reason. “It’s not hard to imagine why ours might be a uniquely


nostalgic era,” argues journalist Charlie Lyne in a recent piece for The Guardian. “The internet has concentrated our perception of what’s


new, but it’s also given us countless ways to revisit the old. No longer is nostalgia something that catches us by surprise. Now it’s something we consciously seek out.” So with the concept of nostalgia a universal phenomenon, one that is clearly here to stay, and with ever-increasing and creative ways of enabling people to tap into that nostalgia, it is no surprise that nostalgia and the world of business are fast becoming ever-comfortable bedfellows.


While there are businesses that operate heavily on a


sense of history and nostalgia to be successful such as museums, auctioneers and stately homes, using nostalgia to great effect is by no means restricted to those organisations operating in the heritage sector. In fact, it’s probably fair to argue that – regardless of size


or sector – in a vast amount of cases, if a business is not taking advantage of a sense of nostalgia as a hook, it’s probably – or at least possibly - missing a trick. Dr Beverley Wagner, of the Department of Marketing at


the University of Strathclyde, articulates in the university’s Pioneer magazine how and why the use of nostalgia in customer-facing businesses can be of such value and significance and how the marriage between the past and present is being used to such good effect. She suggests that nostalgia: “Plays a significant strategic


role in many aspects of contemporary marketing, from new product development through to marketing communication campaigns. Evoking a memory of an experience or situation in the past, via cues in music, artefacts or appearance, helps to create an emotional link between the consumer and the brand”. Lauren Friedman’s piece for Forbes magazine expands


on this, arguing that: “Alongside hectic work schedules, unrelenting responsibilities, and more, fond memories make us smile — and that leaves us open to brand messaging. When we feel or care for something, we’re much more likely to act. Share a compelling blast from the past with a millennial, and you’re likely to reach them on an emotional level — the holy grail of brand marketing. In an age of impersonal digital media, building social connectedness through nostalgia is an easy way for companies to leverage the optimistic feelings that often accompany walks down memory lane… forging meaningful connections between the past and present”. Of course using nostalgia for marketing purpose is rarely a


‘broad brush’ approach with specific demographics often targeted and, again, nostalgia here proves particularly powerful as it doesn’t discriminate against age.


business network November 2017 41


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72