People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Ahead of Opening Day 2023, MLB has launched a campaign focusing on the inclusive and experiential aspects of baseball to appeal to younger viewers. Young people are interested in the communal moments surrounding live sports, and MLB is updating baseball nostalgia to spur excitement.

Resy’s new “Reservationships” campaign puts the spotlight on the affinity their users have for hard-to-get reservations, using reservation 'drops' to build hype around exclusive restaurants. People are looking for reasons to get excited about dining out again during the cost-of-living crisis.

Nostalgia cycles are shortening as people obsess over times barely passed via popular digital archive accounts that let them cultivate their feeds (without input from an algorithm) and bypass cultural gatekeepers. But how are these visual repositories enabling people to shape new memories as well?

From restaurant closures and the growing convenience of food delivery apps, the UK high street has suffered and many businesses have shuttered as a result. Wimpy, a fast-food chain founded in 1954, has navigated pandemic uncertainty and is reigniting people's love for nostalgic dining.