Why are brands leaning into new-stalgia?
It is no longer nostalgia. Companies are leaning into “new-stalgia”, where brands and products of the past have are being re-invented and re-imagined to appeal to all consumers.
Brands are using the pandemic disruption as an opportunity to re-invent themselves & come back even stronger. And it is working because we’re all in a comeback state of mind -- pining for the simplicity of fun & indulgence of summer. We want the comfort of the past reimagined for the future.
There’s velocity for “New-stalgia” -- bringing back old trends with a twist and making them relevant for new audiences. This trend is gaining traction by hearkening back to a more innocent and youthful time. What Shakespeare coined our Salad Days.
Newstalgia MFactor, Velocity and Mass. MFactor is a proprietary tool that measures cultural momentum through topic modeling and sentiment analysis.
What industries is “new-stalgia” touching already?
New-stalgia has already touched many sectors this year.
Music: Female GenZ artists like Tate McRae with song Wish I loved you in the 90s
Social Media: Dispo
Entertainment: Friends The Reunion
The latest to lean into new-stalgia is food. Think Krispy Kreme, McDonald’s High C, Burger King’s crown-shaped chicken nuggets, Carvel’s Fudgie the Whale and Nathan’s. Consumers are giving these brands & menu items a second chance as they come back in their evolved state.
In the summer of indulgence we are appreciating every moment and not taking anything for granted. We are craving the simple pleasures and spontaneous experiences that come with nostalgia food. With momentum for mental health pinned at 100 for the past year, brands are tapping into new-stalgia to make their consumers feel comfortable, confident and relaxed.
Mental Health MFactor. MFactor is a proprietary tool that measures cultural momentum through topic modeling and sentiment analysis.
Why are companies using nostalgia now?
Companies are capturing both the original fans and new, younger generations who have “phantom nostalgia” (a love for the simplicity of a time before always-on social media that they never actually lived through).
After more than a year of maximum uncertainty, consumers won’t pivot quickly into a less fearful and more confident state. This is important to understand as the consumer psyche has an enormous influence over what they need and want and how open they are to being challenged by new experiences. In this case, most consumers will be less willing to take chances in their behavior and will look for new, but still safe, experiences.