What’s old is new… or is it just old?
We are in the throes of a cultural shift from the ’80s renaissance to the ’90s resurgence. There have been plenty of articles about how the ’80s have come back to the forefront of pop culture through notable shifts in television (Stranger Things), music (synth use), and fashion (denim and leather). As our fascination with the ’80s wanes, our interest in the ’90s renews. Which means… grunge is back! Well, maybe not, but odds are good some ’90s influences will be on the rise across pop culture.
We can already see marketing capitalizing on ’90s nostalgia when we look at recent movie remakes or sequels. The slate of summer movies included Toy Story (1995), Men in Black (1997), Aladdin (1992), Child’s Play (granted the original was in 1988, but had 3 sequels in the ‘90s), and Lion King (1994). Non-media companies have begun riding the ’90s nostalgia wave in the form of Pizza Hut revitalizing its old logo, Hot Topic launching a line of Polly Pocket makeup , or and the relaunch of Fila’s iconic Mindblower shoes.
Nostalgia marketing is roaring in a time of instability and uncertainty. Looking back to the past can provide a sense of comfort and stability as we move into an ever-unpredictable future. When I say nostalgia marketing, I am referring to an explicit and intentional callback made in a marketing message. Nostalgia can exist for just about anything, the smell of an old laundry detergent, the memories of vacations, specific foods, or a song, but those are driven by the individual and the memories they have made, not a marketing effort.
Nostalgia marketing is attractive because the ideas and executions exist already. It’s an easy win. Recycle an old logo or slogan, reboot a successful show or franchise and BOOM, instant success… right? Well, maybe, but it’s probably a short-term gain. If nostalgia marketing were the key to long term success, we would see a lot more recycled marketing. Nostalgia marketing can be a tricky thing to navigate because it faces several challenges.
1. Living in the past distracts from the present
At some point, nostalgic feelings transition to living in the past. I would argue that nostalgia marketing is verging on that precipice. Personally, I have moved from often saying “Wow, it’s cool to see that come back” to “I see another company is trying to cash in on the past.” There is a sense of fatigue setting in around this marketing style. We can adapt the Gartner hype cycle to see the state of nostalgia marketing.
Let’s take Stranger Things as an example. Season 1 aired in July 2016. That was highly successful and somewhat of a trigger for others to join in the ’80s nostalgia wave. The strategy is still working for the moment, but is slowing as the market saturates. Continually jumping on the bandwagon is going to cause the bandwagon to collapse into this trough of disillusionment.
In the face of a coming election cycle, there is a push to look toward the future. Issues stemming from past inequity can highlight the need to break away from the past rather than embrace it as a golden era. We live in a time of constant change and if you stare too long at the alluring past, you’ll miss what is going on around you. As Ferris Bueller said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
2. Marketing to consumers who lack existing nostalgia
Nostalgia needs to not only tap into the feelings of people who knew the brand in the past, but also expose new consumers to that older version. Consumers in their 20s never saw the ’70s or ’80s versions of brands. Gen Z consumers may not have that nostalgic connection to your brand, which can go one of two ways. They can feel included that they get to experience something that others around them know or they can feel excluded because there is a focus on experiences that they cannot appreciate or understand.
For example, discussing the memory of past technologies can be difficult for Gen Z to appreciate. You cannot bond over how much better things got moving from VHS to streaming if you never experienced life using VHS tapes. Perhaps some of these consumers have a sense of anemoia (longing for a past time you never experienced) , but otherwise they may feel left out.
Brands have to be able to be able to bridge that gap between old and new consumers. A good example of this is the new Star Wars trilogy. Episode 7 almost felt like a reunion episode, so much so that it actually incurred criticism. However, that’s what people wanted to see — a sendoff of the older characters so new ones could step in and take the mantle. Heading into Episode 9, we have very few holdovers from the past movies, allowing the franchise to move into new territory and an expanded fanbase.
3. Being too new to have a nostalgic past
Thinking about when and how to implement nostalgia is well and good, but what if the brand or company has only been around for a decade or less? The short answer is that nostalgia is not the solution. In fact, countering nostalgia with sentiments of “cutting edge” or “never before seen” can help brands stand out. Not everything can be seen through rose colored glasses. Resolving consumer tensions in the here and now is arguably of more value than escaping to an idyllic past. But it can be tough to contend with such strong positive sentiment. How can a start-up cereal company ever contend with the built up brand equity of Cheerios? It just can’t, at least not from a sentimental/nostalgic perspective.
Spotify recently launched a nostalgia campaign around songs and experiences from the past in the UK. Even though the company was formed in 2006, it can still tap into nostalgia through its product — music. The ads show an understanding of the nostalgic consumer experience . Even though Spotify itself did not exist in 1988, it can still tap into the yearning for the past that its consumers experience.
What do these challenges mean for brands moving forward?
If your brand is thinking about launching a nostalgia based campaign, be sure to consider how it helps the brand moving forward. The trick is using the nostalgia to boost sentiment toward current and future offerings. The idea of a brand “evolving” is an excellent metaphor to link the past success to future endeavors. It establishes that the brand is the same even though it has changed over the years. It is imbued with the values from the past and improvements from the future.
Acknowledging transition to a new era is a great way to move forward without losing the past. For example, passing down brands and experiences to your kids. Showing someone enjoying a Nintendo 64 and playing Legend of Zelda in contrast to their child playing the newest edition on a Nintendo Switch can show a continuity of experience at a level beyond cosmetics.
Another space to look at is the NFL. It is the league’s 100th season and there is an extra emphasis on the history of the league and past figures. Sports is an area where nostalgia reigns. Plenty of teams focus on magical moments of the past — the ’85 Chicago Bears, the San Francisco 49ers and Dallas Cowboys of the 90s, Miami’s perfect ’73 season — but they also need to market themselves now. Cheering the current team with a nod toward past legends signifies a passing of the torch. The Steelers provide continuity with a hall of fame within the current stadium and the traditional terrible towel that has been waved by fans both young and old for decades.
It is always important for a brand to speak to its current offerings and quality. Looking back on past success is both alluring and gratifying, but resting on your laurels is dangerous. In a world of constant improvement, your brand needs to evolve with it. Harkening back to days of old is a successful short term move, but needs to be a springboard for future endeavors.
