Nostalgia in the digital age

Report
- Nostalgia in the digital age
- 01/11/2010
- Jenny Winfield


Building up the memory bank Creative Commons, keyka sukahyo (2009) ©

Scope
In wartime, ‘nostalgia’ was a medical condition categorised as an extreme case of longing for home. The word has since acquired more positive connotations; psychologists have studied its effects and found that it improves mood and a sense of solidarity in older people. Countless brands have recognised its appeal and shaped their communication accordingly.

Given their lack of life experience (comparatively speaking), it seems strange that Gen Y so frequently claim to be nostalgic. However, their desire and ability to document their lives - at least in westernized society - has led to a new definition of the word. The following report explains this evolution, suggesting how brands can move out away from ‘retro’ territory and use nostalgia to market more intuitively to future-oriented consumers.

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Industry	Psychology Mobile Technology
Location	Europe North America Israel
Keywords	Cameraphone Memory Identity Brand Me Hyperawareness of Health Happiness Mood iPod Generation Impermanence Neo-tribalism Forever Now

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