Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

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.

Gap is embracing nostalgia in its Autumn 2023 campaign, celebrating its heritage with a modern twist. As people mine the past for cultural touchpoints and style inspiration, heritage brands can tap into their rich histories to elevate their relevance and engage previously untapped audiences.

In celebration of its 200th birthday, Cadbury is evoking nostalgia for its long history of spreading 'a glass and a half' of positivity. During a complex period of polycrisis, people are looking to the past for a sense of stability and tried and tested comfort foods for familiarity and joy.

In honour of Women’s History Month, Wolverine Boots launched a campaign to reaffirm its long-standing commitment to challenging gender norms. By harnessing its history of supporting women in skilled trade, the brand has acquired a credibility that strengthens consumer trust.