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.

After years of focusing on bringing joy to people through its ads, Cadbury has shifted its marketing to better resonate with current times. The brand pivoted its messaging to focus on togetherness and generosity, enabling it to resonate with conscious consumers amid global uncertainty.

Harlem Chocolate Factory utilizes the New York neighborhood’s cultural roots and heritage in order to weave an engaging narrative around its products. By blending comfort food with nostalgia to create a unique product, the chocolatier is resonating with customers through localized appeal.

A survey has shown that Britons are scoffing teacakes all year round as they yearn for a sense of nostalgia in snacking choices. The findings demonstrate how foods, especially those associated with a sense of happier times, can serve as a comfort blanket, facilitating moments of escape and relief.

A report by Waitrose has found that cost of living pressures have driven a return to cosy and comforting dishes in British kitchens. The culinary shift reflects the wider mood of the nation, which is seeking simplicity and control in the face of economic hardship and global instability.