Why we're all living in the past (and why that's actually brilliant for marketing)

As we kick off 2025, a fascinating piece of research from Ipsos UK and Effie UK from last year just came to mind about how much we're all yearning for the 'good old days' - even those of us who've switched countries and cultures. (link to the Ipsos/Effie work at the bottom of this article)

Let's face it - we're all a bit obsessed with the past right now. From teenagers rocking Y2K fashion (hello, low waist and cargo pants!) to millennials frantically hunting down their old Tamagotchis, nostalgia is having quite the moment. The Ipsos/Effie data shows we're recycling culture faster than that mountain of plastic bottles in your kitchen, and there's actually solid reasoning behind it.

Here's the kicker from the research: a whopping 68% of Brits admit they're proper overwhelmed by all the world's problems. When everything feels like it's gone a bit pear-shaped, it's no wonder we're all daydreaming about "simpler times" - even if those times weren't actually that simple.

The research reveals a proper mind-bender: there's barely any difference between how much 20-somethings and 70-somethings pine for the "good old days". And get this - 44% of Brits would rather have grown up when their parents did. (Though let's be honest, they probably wouldn't fancy the dodgy haircuts and lack of Netflix...).

So, what's a marketer to do with all this nostalgic navel-gazing? Well, the Ipsos ad testing database has some juicy insights.

First up, here's a tasty stat: slapping some heritage vibes into your advertising can boost brand attention by 8%. Yet surprisingly, only 15% of UK ads and a mere 10% globally are playing this card. Talk about missing a trick.

Let's look at some brands absolutely smashing it with nostalgia (and here's where it gets personal - as an Italian who moved to the UK, some of these were new to me, while others were proper lightbulb moments):

• The "Remember Me?" Champions

Now, I missed the original Renault "Papa? Nicole!" ads of the 90s (I was busy watching Stranamore back in Italy), but when they brought them back recently, even I noticed the buzz. The campaign was a brilliant bridge between those who remembered the original and newcomers like me. The result? Purchase consideration shot up by 52% in just three months. Not too shabby indeed.

• The "Trust in Colonel" Brigade

As someone who discovered KFC properly in the UK, watching them wheel out the Colonel (their mascot boosts attention by 17%, according to Ipsos) to remind everyone they're the OG chicken shop was fascinating. The result? A cool billion quid in revenue growth. Not bad for an old bloke in a white suit.

• The "Save Our Locals" Squad

Here's something that really resonated with me as an adopted Brit - the "Long Live the Local" campaign. It tapped into the nation's love affair with the great British pub (something we Italians can relate to with our local bars and piazzas). They ended up saving the industry ￡2.5 billion. Now that's worth raising a pint to.

• The "Actually Making Things Better" Gang

Crayola took a different approach with their "Colours of the World" range, as highlighted in the Effie Awards. Instead of just getting misty-eyed about the past, they acknowledged where things needed to change and created inclusive skin-tone crayons. The result? Sales went absolutely bonkers - eight times higher than expected.

Looking Ahead (While Looking Back)

As we settle into 2025, here's my take on how to nail nostalgia marketing:

1. Keep it real - nobody likes a faker trying to jump on the nostalgia bandwagon.

2. Bridge those generation gaps - the Ipsos research proves nan and the kids might have more in common than you think.

3. Read the room - sure, the past is lovely, but maybe acknowledge the present's a bit wonky too?

4. Don't just copy-paste the past - give it a modern twist, make it relevant.

When the world feels like it's gone completely barmy (and to be honest, from where I stand 2025 is already serving up its fair share of chaos), a bit of nostalgia can be just what can help us all. But here's the clever bit from the Ipsos and Effie research - it's not about selling people a ticket back to the past. It's about using those warm, fuzzy memories to create something new and meaningful.

And in a world where everything seems to change faster than you can say "TikTok dance challenge", having something familiar to hold onto isn't just nice - it's clever marketing.

So go on, embrace the nostalgia wave. Just maybe leave the double denim in the 90s where it belongs. Deal?

You can read and download the full work by Ipsos and Effie here.