Are you a fan of 'ThrowbackThursday' or 'Oldie but Goldie' hashtags? 

If so, you're not alone. Nostalgia is having a major moment in pop culture, as well as in marketing and brand strategy. 

So, what exactly is the Nostalgia trend?

Nostalgia is all about seeking comfort, reliving our memories and escaping the challenges of modern life. 

It's a tool for relating to others, a way to connect with familiar content that allows us to pause and reminisce. In a world that can feel overwhelming and uncertain, nostalgia can be a powerful tool for brands looking to connect with their audience.

One way brands are utilising nostalgia is by tapping into the power of familiar designs and imagery. From Teenage Engineering to Kim's Skims festive campaign, brands are seeing upticks in engagement and sales by incorporating nostalgic elements into their marketing.

Even Arsenal's 'Europe Never Looked So Good' campaign, which featured a retro video of everyday moments made better with the team's jersey, tapped into the power of nostalgia to connect with fans.


Europe never looked so good 😮‍💨 Introducing the new Arsenal x adidas Football 23/24 third kit

♬ original sound - user1908042635917

Another brand that's successfully tapped into nostalgia is Lexxola, a modern city-girl sunglasses brand. By launching specs that bring back simpler times, and shooting their campaign with "film" edits and references to movies like Legally Blonde, Lexxola has built an emotional connection with its customers - leading to higher retention and winning loyal brand advocates.

Should you tap into the trend?

If you're looking to harness the power of nostalgia in your brand's growth strategy, it's important to find authentic and relatable ways to incorporate nostalgic elements into your marketing. 

So, take a trip down memory lane and see how nostalgia can help your brand grow.