4. Nostalgia Marketing (Free Subscription sample content)

According to a Polish research article published in 2021, social media plays a crucial part in nostalgia marketing by helping to create identities and "brandings" based on nostalgic companies. Customers can transition from being merely passive audiences to being active contributors to the community surrounding a business when using media channels such as Instagram and TikTok to share content, experiences, and memories in common with other customers. The findings of this study demonstrate, in addition, that nostalgic brands play a more significant role than non-nostalgic brands do in the process of customers creating and expressing their identities.
Grębosz-Krawczyk et al., 2021

Marketing campaigns based on nostalgia almost always direct their attention to younger generations, such as Millennials and Gen Z. These individuals represent a lucrative audience because of how much money they can spend. Millennials spend approximately $2.5 trillion annually, while Gen Zs, who account for 40% of the world's population, may spend as much as $360 billion annually. Consumers aged 25-44 are most likely to agree that they enjoy things that remind them of their past (e.g., childhood).
Mintel