nostalgia

Do you feel a sense of comfort when thinking about the past, or a sentimentality for days gone by? Well, you’re not alone. 44’s Jess Grove looks into how strong feelings of nostalgia can boost the mood of your audience, and the impression of your message.

As the UK Government announces its lockdown timeline, we’ve all been given a glimmer of hope for getting our lives back to normal. However, we’re not quite there yet… We’re now almost a whole year into a global pandemic and life is starting to feel a little like Groundhog Day. Do you remember that film? With Bill Murray? It was great, wasn’t it?

Raising spirits

As we all make our own way through what is hopefully the last lockdown, more and more people are turning to nostalgic things to lift their spirits and enjoy a little harmless escapism. It’s a powerful and emotional thing, to look back on the past and reminisce about simpler times spent with family, soaking up the summer sun or being able to stroll down to the local pub for a cheeky drink.

Studies have shown that the act of ‘nostalgic reminiscence’ can actually be a stabilising force. It can strengthen our sense of personal continuity, reminding us that we possess a store of powerful memories that are deeply intertwined with our identity; something called the ‘Pollyanna Principle’.

Other studies into nostalgia suggest that the feeling can induce willingness in consumers. When given a choice of products to view, the audience will often be more responsive looking at an old nostalgic advert or product than something ‘new and improved’. This sentimental feeling of remembering the ‘good old days’ can be a real winner to sell your idea.

Let’s take a look at two great examples from Disney and Burger King, who are using nostalgia to engage their audiences.

Nostalgia as a narrative device

Marvel Comics released its latest show WandaVision earlier this year on Disney+. At first viewing, it appears to be a typical suburban show in the style of I Love Lucy or Bewitched, the catch being we know that the two characters are superheroes Wanda Maximoff and The Vision.

Each episode of the show sees the characters set within a different decade in history, starting off in the ‘50s and set in black and white, then dancing through the groovy ‘70s, funky ‘80s and into breaking the fourth wall in a ‘00s Modern Family style-sitcom.

The episodes are put together in a way that reflects each era – the costumes, the set decoration, language and even narrative structure. It’s very nostalgia-inducing and designed to make you feel like you’re being thrown through time and back into shows your parents will have watched growing up. As the show goes on, we’re led to believe that these nostalgic facades are mental constructs developed by Wanda, to cover up darker and more painful truths.

Nostalgia never tasted so good

This year, fast food giant Burger King releases its first rebrand in more than 20 years. The old logo from 1999 has been replaced with a bold, flat design that calls back to something more closely related to its identity in the ‘70s and ‘80s.

The overhaul will continue to cover the entirety of Burger King’s visual identity, as it throws back to its early days, playing homage to the company’s history. Nostalgia is at its core a way of remembering the good and not the bad, and so the nostalgic route is helping to build trust with its consumers, and remember what it used to feel like as a kid at the drive-thru.

The future of nostalgia

While it’s important to keep up with the latest trends and technology, it’s always a good idea to be mindful of the past. We should all use what we know, and what we have learned as inspiration to connect with our audiences in a way that resonates with them. If we want a message to stick, new isn’t necessarily always better.