CONNECTING WITH YOUR AUDIENCE
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THROUGH NOSTALGIA
n a completely disrupted world where consumers are dealt daily doses of uncertainty it seems that looking back is the new trend adopted by brands to drive trust, credibility and warm fuzzy feelings among their consumers.
Psychologists have long praised the emotional benefits of nostalgia. Visual proof has been supplied this year by all the social media feeds flooded with holiday pics, memories and childhood hashtags. Heritage brands around the world are repurposing jingles, campaigns and taglines to drive a nostalgic connection to their audiences. In a bold move, throwbacks are fast becoming part of the everyday brand narrative, which is why this human element is so powerful. Nostalgia gives consumers a sense of stability & comfort Looking back at previous periods or events in your life gives you a heightened sense of control and stability. “Look we survived that – we’ll get through this too.” Associating brand messaging with positive references from the past has proven to be one of the best ways for brands to be humanised and to create meaningful engagement. In terms of products the food industry has seen a resurgence in the popularity of childhood favourites like mac and cheese, for example. Nostalgia makes you happy There is nothing like curling up on the couch and bingewatching Friends for the 9th time to put a smile on your face. The old jingles from childhood brands trigger the release of feel-good neurotransmitters like dopamine. Nostalgia creates a sense of connection “Nostalgic memories remind us of those we love and who have loved us, which strengthens our sense that we are not in this alone.” – Psychologist Krystine I. Batcho, PhD
When we look through photo albums or revisit our favourite TV shows we connect with a simpler time in our lives. This allows us to establish a connection with long-lost friends who can spark smiles and give us comfort even when they are not physically present. The same goes for our favourite childhood brands and fads. Remember the time when…? Nostalgia gives life more meaning Nostalgia has a strange way of focussing the mind on positive memories of the past with a mild sad sweetness. It paints a picture of experiences that give your life meaning, context and value. In a strange twist of fate younger consumers have also developed a new nostalgia, coined anemoia by The Dictionary of Obscure Sorrows.– It is a nostalgia for a time they have never known. An example are cassette tape sales driven by young people. Nostalgia in all shapes and forms is here to stay. As always, the key to successfully creating human connections on an emotional level is to understand your audience and what triggers them. What puts a smile on their face? What is their mac and cheese? Whatever you do, do not disconnect from the people who matter to your business and your brands. Stay on purpose. Communicate regularly. Be authentic. Think Human If you need help Thinking Human, Thinking Differently or have any questions or ideas, give us a shout at ideas@thinkhumanbeing.com Debbie Rowles imagines a world where the magic makers can harness the power of purpose to lead human-centred businesses and brands that thrive. She is the Thinker | Solutionist at Think Human Being.
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