Why is nostalgia so engaging?

In the dynamic world of contemporary consumerism, a particularly striking trend is emerging: retromania. Many brands have embraced this notion, capturing the essence of the past to shape experiences that resonate deeply with consumers. This reminiscence of the past is rooted in the sense of familiarity and connection it evokes. Indeed, it’s undeniable that we feel more engaged by what we know.

While the future sometimes seems plagued by anxiety, with growing concerns such as global warming, the past acts as a refuge. It lures us back with a seductive nostalgia, to a time when today’s concerns were not yet weights on our shoulders. Faced with this complex picture, brands are looking for ways to breathe a glimmer of hope and comfort into the future. For example, decorating brand “Kave Home” is offering a collection dubbed “newstalgia” that aims to breathe new life into traditional trends. At Pizza Hut, this will be more akin to creating limited edition pizza boxes accompanied by a QR code providing access to an augmented reality version of the Pac-Man game.

In this way, the retromania that permeates many brands stems from our desire to connect with the past, a time when today’s problems were not as prevalent. Faced with an uncertain future and today’s global challenges, brands often choose to recycle the past to build a desirable future. By embracing the elements of the past while incorporating the lessons of the present, they have the ability to evolve meaningfully and respond to society’s changing needs.