"Reminding your audience of a happy time gone by can be an effective way to increase emotional connection with your brand. A study from Advances in Consumer Research found that nostalgia is a psychological construct that you can actively use to stimulate engagement, trust, and purchase intent (particularly in Gen Z). Another study shows that nostalgia evokes feelings of safety and comfort."
"By building trust and connection with your brand, you're increasing the likelihood that your audience will make a purchase. So if you're looking to increase sales, consider using nostalgia. Several studies back this up: A study in the Journal of Consumer Research found that those who were exposed to nostalgia were willing to pay more for goods and services. Additionally, a study in the Journal of Economics and Administrative Sciences found that nostalgia correlates with increased purchase intent."
Nostalgia and yearning for 2016 are trending on social media, with throwbacks to photos, Instagram filters, popular music, makeup trends, and events filling feeds. Businesses are joining the trend and using nostalgia marketing to connect with audiences and potentially increase revenue. Nostalgia can increase emotional connection, engagement, trust, and purchase intent, especially among Gen Z. Nostalgic content evokes feelings of safety and comfort. Given widespread distrust of social media content, nostalgic posts can improve positive sentiment and trust for businesses. Studies show nostalgia exposure increases willingness to pay and correlates with higher purchase intent. Nostalgia also taps shared experiences and positive memories to foster relevance.
Read at Forbes
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