why nostalgia always makes a comeback in marketing: the 30-year pendulum
“nostalgia – it’s delicate, but potent… it’s a twinge in your heart far more powerful than memory alone… it takes us to a place where we ache to go again.” — don draper, mad men
let's talk about something super interesting that's been happening in the world of marketing and media – the 30-year nostalgia pendulum. it's this cool concept where trends from about 30 years ago start making a comeback, and trust me, it's something every marketer needs to pay attention to.
the nostalgia pendulum explained
so, what's the deal with this nostalgia pendulum? it's simple: every 30 years or so, cultural trends from the past resurface. right now, the 90s are having a major moment, just like the 80s did a few years back. this cycle isn’t just about recycling old stuff; it’s about reimagining and updating it for today’s audience.
hollywood has totally jumped on this trend with reboots and revivals of 90s hits like jurassic park, hocus pocus, and batman. remember how stranger things brought back the 80s in a big way? that’s the nostalgia pendulum at work.
why nostalgia works in marketing
nostalgia is like a warm, fuzzy blanket – it makes people feel good. according to research from yougov and the7stars, 55% of people would choose to go back to the past if they could, and millennials reminisce more than older folks. this emotional pull is marketing gold.
patrick metzger discusses this phenomenon in ‘the nostalgia pendulum: a rolling 30-year cycle of pop culture trends’ for the patterning. talking about how consumers become creators and take artistic inspiration from memories, he says:
“after about 30 years, you’ve got a real market of people with disposable income who are nostalgic for their childhoods. so artists working in popular mediums are rewarded for making art that appeals to this audience,” argues metzer. and that gives content creators a real opportunity to market nostalgia - to varying results.
when brands use nostalgia in their campaigns, it creates a connection. millennials, who now have the spending power, love to relive their childhoods. brands that tap into these nostalgic feelings can build strong relationships with their audience and boost sales.
real-world examples
music and media: music is a huge nostalgia trigger. take volvo's c40 recharge ad, for example. it used kavinsky’s "nightcall" from the movie drive, which was already a nod to the 80s. this mix of old and new hits the right notes for a broad audience.
fashion: fashion is another area where nostalgia shines. while i can't see myself going back to 2XL throwback jerseys, pinwheel fitted hat to match and oversized jeans, i do love integrating some 90s style into my wardrobe.
branding: burger king’s new logo is a perfect example. it nods to their 1994 logo with a fresh twist, blending old-school vibes with modern design. check out the full story here.
data-driven nostalgia
nostalgia marketing isn’t just about good vibes; it’s backed by data. brands need to understand which nostalgic elements will resonate with their audience. for instance, stranger things was a hit because netflix used data to design it for success. read more about this here.
spotify did something similar with its campaign featuring limahl’s "never ending story", tapping into 80s nostalgia. the science behind our 30-year cycle shows that these strategies work because they’re data-driven.
conclusion
the 30-year nostalgia pendulum is a powerful tool in marketing. by understanding and leveraging this cycle, brands can create campaigns that resonate deeply with their audience. whether it’s music, fashion, or branding, tapping into nostalgia can drive engagement and loyalty.
at the abc firm, we’re all about creating dynamic marketing strategies that make the most of these trends. with over 16 years of experience, we help brands navigate the ever-changing landscape of marketing and media. if you’re ready to leverage nostalgia in your marketing, let’s chat and explore how we can elevate your brand.
