Spotify is getting users humming along to tracks from the '80s and '90s in its 'Listen Like You Used To' campaign. By evoking memories of well-loved tunes from the past, the streaming company is using the powerful force of nostalgia to create emotional connections with people and build brand loyalty.

Tapping into older gamers’ nostalgia, and younger gamers’ curiosity, the Playstation Classic is a nostalgic leap back in time for gamers. The latest Sony release comes at a time when more and more older generation consoles are getting a reboot, reacting to gamers’ nostalgia for simpler times.

For Earth Day 2018, Pokemon Go will invite players of the AR title to earn in-game rewards for picking up rubbish at selected events. Organised in collaboration with NGOs and social enterprises, the move appeals to tech-savvy Gen Z’s desire to be environmentally sustainable.

From Apple to Lululemon, cult brands elicit something that approaches religious fervour among their dedicated customers, helping to not only boost their sales figures but establish their place in the common cultural lexicon. But how exactly do companies inspire such levels of devotion?