Turn back time: Pays for your brand to be nostalgic

In any economic downturn, people tend to feel more sentimental about the past. Be it the insistence on cherishing family values, a revival of craftsmanship or an appreciation of a profoundly simpler life, consumers look for a gateway to access their past. In an age of constant innovation and novelty, one may ask why do people crave for nostalgia?

There are two headlines that line the news these days - either of recessions or nostalgic marketing. Academic Helen Powell argues that the two have a kinship that may not be apparent. Powell says nostalgia has an ability to equip people with a sense of warmth during an economic downturn.

Globally, politically agitated economies are crumbling from the uncertainty of Brexit to the shutdown of the US federal government to currency dips in Turkey, Argentina and Indonesia. A Deloitte report points to a complete overhaul needed for retail globally, with store closures, luxury brands shrinking their footprint and bankruptcies lodged. In turbulent times, nostalgia is perhaps a safe haven where people can escape and forget about grim realities.

Understanding audience cultural drivers requires a sensitivity to nuance and context. Initiative’s proprietary tool, Recode, helps identify the motivation beneath people’s behavior based on what they value culturally. Over the past six months, we have noticed a shift in audiences’ values. Both older and younger audiences increasingly value ‘origin’ and ‘belonging’. This prioritising of their past means they value place, heritage and use these as a means to connect. In a way, this translates to conservatism across many Asian countries, but it’s particularly pronounced in China, which sees a significant change from a market typically shaped by constant innovation.

A Forbes article analysing nostalgia-based marketing says that “reliving positive memories and beloved icons from the past feels good.” These memories stem from a yearning of a time past or a fond attachment to childhood experiences. This explains why Bohemian Rhapsody, which won Rami Malek an Oscar for portraying pop legend Freddie Mercury and Stranger Things, a TV series featuring coming-of-age small town kids in the ‘80s are huge successes.

Psychologist Clay Routledge observes nostalgia marketing works well when people feel that their best days are behind them and the future is bleak. In fact, cognitive psychologists refer to this sentimental yearning as “spontaneous recovery”, which explains why movies, songs or memorabilia from a certain era trigger powerful emotions and a tendency to revisit them.

On an episode of the celebrated dining docu-series, Chef’s Table on Netflix, Jeong Kwan likens each cooking session to an opportunity to reconnect with her ancestors. Drawing inspiration from old recipes, Kwan highlights dishes that were prepared and consumed by them. In a similar way, brands are turning back the clock to transport us to a familiar comfort zone when life was less complex and without worry.

Reliving childhood memories is another avenue of nostalgia which brands tap into. Most recently, we’ve witnessed Nintendo launching a miniature reboot of the Nintendo Entertainment System, with over 30 games in its repertoire. Nintendo is also responsible for reviving the universal craze for Pokemon Go. The move signals Nintendo’s successful venture into the mobile category, with a competitive edge in personalisation and geolocation technology.

During the 2008/9 financial crisis which saw the collapse of Wall Street institutions, brands such as JetBlue, Hyundai, Denny’s Walgreen and FedEx all offered lower cost options to empathise with consumers. Financial institutions such as American Express and automotive companies including Chrysler also carried out campaigns highlighting positive triumphs to restore the faith of cynical post-crisis audiences.

American Express’ Small Business Saturdays was launched to encourage American shoppers to support local small to medium retailers. The initiative was met with support from communities nationwide and received support from the Senate. Chrysler’s Imported from Detroit campaign featuring an appearance by rapper Eminem, was a gamble that paid dividends when it was aired at the Super Bowl. The automotive giant portrayed a story about Detroit’s resilience from its reconstructed buildings, thriving art and music scene to how diligent its industrial workers were.

From the timeless soundtracks from the '60s in modern retail stores to the fanfare of '70s throwback bars and video arcade-bars, audiences are gravitating towards an era of comfort and security. Apart from consumer brands, nation brands also experience a similar nudge of sentiment. ‘Made in Italy’ evokes cultural traditions such as leather craftsmanship, pasta making and iconic street-plying Vespas. In Japan, economic stagnation and a sense of lagging behind South Korea and China, sees a renewed interest in all things ‘90s including Sailor Moon and Dragon Ball: Z.

A Vegemite campaign dubbed Tastes like Australia blends iconic moments in the Down Under’s journey, with the hopes of sparking a debate on what it means to be Australian. These include a range of cultural and political tidbits from bizarre gigantic prawns and bananas to the nation’s first female prime minister and surprise gold-medal triumphs at the Winter Olympics.

Brands can be innovative with representing their traditions and rejigging their place in history. Legacy brands and culturally universal labels can use the past as inspiration and put forth vintage values such as quality, care and tradition.

Bacardi, household name for spirits, underwent a facelift to rid itself of its outdated packaging. By engaging in a design overhaul, the perennial beverage label celebrated its past through Art Deco styling that showcased its track record of style and tradition.

Fashion label associated for its resort casuals, Banana Republic, took inspiration from hit series about advertising, Mad Men. The series set in the ‘60s, gave Banana Republic a lease of life through a collection that was associated with a golden era of originality and setting definitive trends.  

Newer brands should think about strengthening their credibility. They need to think of visual cues or cultural context they’re able to pull and connect with a historical reference. Similarly, how can they partner with a more established brand or cultural product, capitalising on their intergenerational ties and links to more authentic values?

Google Home tapped on timeless holiday movie Home Alone, by marketing its virtual assistant to young adults who grew up on the Macaulay Culkin feel-good yarn. Buzzfeed’s Rewind section is a treasure trove of content harkening to the ‘90s showcasing Disney movie excerpts, trivia about hit sitcom Friends and television heartthrobs Jason Priestly and Jonathan Taylor Thomas. It’s immediate and shareable pop culture nostalgia, with content that appears like it’s written by the same audience it’s pitched to.

By identifying the distinctive moments in a consumer’s journey and connecting with them, brands can stir compelling emotion and their desire to ‘repurchase’ these memories. Don’t be afraid to rewind and use the past as a clever and indirect way of brand storytelling.