Millennials may be an especially nostalgic generation. The fact that his entry into adulthood ran parallel to the moment of the explosion of the recession and the great economic crisis and that things became very unstable and complicated made his vision of the world and his expectations marked by it . The problems of their time made them take refuge in the memories of the best times, the safety of childhood and the elements associated with it. This sparked a nostalgia boom as an item to sell. The revival of the 80s and 90s and of all kinds of products associated with it is explained taking this starting point into account.Nostalgia was gradually integrated into the marketing strategy of companies of all kinds, which were trying to position themselves in any way in that market.
Products returned, versions were launched and new cultural phenomena appeared that Armenia WhatsApp Number List drew from that context.The truth is that, although millennials are an eminently nostalgic generation, nostalgia, in general, is a powerful weapon for selling and connecting with consumers. On the last point, nostalgia allows the use of codes and messages that consumers know and to which they will quickly react. They will know what is being said, how and why. On the first point, the nostalgic element loosens the wallet. Studies have shown that we consume nostalgia and that we are also willing to pay more for it.In addition to the company’s overall positioning strategy, nostalgia has also found its way into advertising. Ads use it to build their message and use it to make their advertising content stand out from the competition.
The nostalgic adNostalgic advertising does not involve putting a color filter or dipping into stories set in the past to work. Sometimes he just uses a retro product as a wake-up call and positions it as a standout. Other times it uses messages and codes from a few years ago, which the consumer remembers, to connect with them.For example, and following the first format, Volkswagen launched a few years ago in Germany an advertisement about one of its minivans. The announcement is, according to the analysis carried out by Unruly, one of those that manages to awaken the best data in its market in terms of nostalgia. That nostalgia turns, of course, also in good results in purchase intention and in favor of the brand. You do this simply by putting the new minivan model next to your classic campervan.
In this Coca-Cola ad, for example, the nostalgia works because what you’re reminiscing about is an iconic ad from the past.Nostalgia generates a flow of positive emotions about the ad and about the brand that uses it, thus connecting with consumers and focusing on their memory.It is not as used as it might seemIn general, as they point out in Unruly’s analysis of advertising, nostalgia is not a recurring emotion in advertising. It may seem like a surprising data, but it is what their statistics say. According to their data, “it is an uncommon emotion” among what brands evoke. “This means that doing so can allow a brand to stand out in both its market and its vertical by doing something different,” they say.