How Can Marketers Harness Our Obsession With Nostalgia? – The Drum

At 63, Kate Bush recently claimed a UK number one thanks to 80s nostalgia-fest Stranger Things. Trends all across media and marketing point to a mania for the cultural touchstones of years gone by. How can marketers ride this retro wave? What does our preoccupation with the rear-view mirror say about what people want from their media and ads? We asked six leaders from The Drum Network.

Kate Cliffen, senior creative lead, Jellyfish

The retro wave shows that people of all demographics are still leaning into nostalgia for relief and comfort because, let’s be honest, the future is scarier than ever.

Brands can ride this wave by creating media that matches their audiences’ moods, but it’s all about finding a balance. Content should not just be about the past, or even pinpointed to a certain era. We can combine the old and new, embracing modern technology and mashing decades together to create something that re-imagines the future that we want to see, rather than the one we’re living in.

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Read Full Story: https://www.thedrum.com/news/2022/07/11/how-can-marketers-harness-our-obsession-with-nostalgia

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