Will Traditional Consumer Appetites for Nostalgia Ever Go Out of Style, or Is ‘Newstalgia’ Here To Stay?

Nostalgia is a powerful motivator in the retail and service world, particularly in an age where intellectual properties (IPs) have been leveraged for decades to market collectibles, clothing, tech toys, Happy Meals and other food and beverage items, and theme park experiences to generations of consumers.

But how powerful is nostalgia, when is it most relevant, and does its appeal rest in the brand that delivers it to market or within the historical markers of the IP itself? Broad questions, to be sure, but worth considering as a few recent examples of nostalgic marketing follow.

Back to the (Fashion) Future

The Globe and Mail recently produced an extensive report on the revival of archival fashion — a “self-referential” moment that sees brands ranging from Calvin Klein to Louis Vuitton to Prada dusting off old favorites from decades past and reintroducing them to acclaim among the fashionista set. Kitten heels, skirt silhouettes, newspaper print garments and accessories, and fine knit sweaters all recently made waves with designers and their followers over the course of the past year.

But more mainstream streetwear wasn’t exempt, either. As Event Marketer pointed out, 1990s staple Dr. Martens (Doc Martens more commonly) rolled out the nostalgia carpet during a mobile experience backing up its February launch of a retro-inspired footwear lineup. Furthermore, Y2K fashion more broadly is in the midst of a serious comeback, per Vogue Business.

“What might sound like fashion relics from a bygone era have been worn all over social media in recent years by many of the biggest models of the moment — and it’s a style revival that doesn’t seem to be disappearing any time soon,” Vogue Business writers Boutayna Chokrane and Christina Pérez suggested.

“For all its kitsch and camp, Y2K fashion is full of some intriguing gems. And anyway, fashion is cyclical. No era is immune to a remix now and again,” they added.

Nostalgia Serves Up a Sense of Fun in the Food and Beverage Space

Foodies of all sorts seem to be into sampling a platter of offerings based upon past IPs, as well.

Krispy Kreme recently launched a collection of doughnuts to celebrate the 45th anniversary of the Pac-Man videogame character, baking up a trio of delicious confections representing the most popular icons attached to the classic gaming property, according to Good Morning America.

And with the help of “Saved by the Bell” and “Beverly Hills 90210” star Tiffani Thiessen, Chili’s garnered a great deal of social media attention with the May launch of its newest $6 Margarita of the Month: The Radical ‘Rita. A color-changing mixture of dragonfruit, blue curacao, and Lunazul Blanco tequila, this cocktail swaps hues from pink and blue to purple when stirred and is topped off with ’90s-themed swizzle sticks.

A marketing ad attached to the relevant Chili’s promo couldn’t summon any more 1990s flair if it tried, with neon symbols and equally bold tracksuits framing Thiessen, who is bedecked in slap bracelets, bangles, and other era-appropriate accoutrements.

Traditional Nostalgia Marketing May Be Morphing Into a ‘Newstalgia’ Trend

Event Marketing’s Kait Shea opened her March 17 discussion of nostalgia marketing by describing the emerging love affair between (relatively) young Americans and the repurposing of the “what’s old is new again” adage for the modern age.

“A widespread longing for the ‘good old days’ has opened up ample opportunities for brands to craft nostalgic experiences that tap into consumers’ fondest memories,” Shea wrote.

“Millennials and Gen Z, in particular, are craving a trip down memory lane, and marketers are responding with events that evoke the warm-and-fuzzies, and as a result, foster personal, and memorable, connections. With ’90s- and Y2K-era activations leading the way — sometimes with a ‘newstalgia’ twist — nostalgia marketing is having a moment,” she added.

On the side of the “what’s old is new again” axiom, the historical record speaks for itself as trends are continuously recycled (and reinvented) to varying degrees of success, and the contemporary fixture of virality may drive that apparent truism forward.

On the other hand, today’s hyper-fragmented and highly personalized consumer landscape could make broad cultural appeals feel more niche and diluted. Unlike previous generations, who shared a limited set of entertainment choices, today’s consumers each curate their own digital experiences — from shows and movies to music, games, and toys — shaped by the smartphone and social media era.