Marketing is all about feelings. And the more powerful feeling you evoke, the more you’ll be able to sell something to your target audience. In that regard, few feelings are as powerful as nostalgia. That’s why some form of “retro” is always in fashion — older people with plenty of buying power want to feel like they did a few decades ago, in the prime of their youth. On the other hand, younger people also want to emulate their parents and past visual trends. As a result, reverence for past eras like the 1980s has led to a rise in nostalgic marketing in the past couple of years. Entrepreneurs and marketers can tap into this feeling to build powerful brands and maximize their profits. As you delve into this, you’ll see why nostalgia-powered marketing is far more than a simple visual trend. Learn more top marketing tips for using nostalgia!
Why 1980s Nostalgia Works in Modern Marketing
Psychology confirms that nostalgia is a powerful marketing tool. According to research, nostalgia triggers positive emotions. That’s why brands and trends from the 1980s remain a powerful force today. In those days, the future seemed like a great frontier just waiting to be conquered. We’re talking about a time of unprecedented cultural shifts, technological progress, and global entertainment development. In many ways, this was the defining decade of globalization, creating the modern global culture we know today.
Most importantly, it was a time when practically everyone felt optimistic about the future. Naturally, we connect those positive feelings from that era with the dominant visuals of the time. That’s why brands always quickly include nostalgic elements in their modern marketing. When brands show appreciation for the 1980s, they form an emotional connection with their target audience, who feel the same way. If the brand cultivates its customer base properly, this emotional connection can lead to long-term brand loyalty.
The Lasting Influence of 1980s Branding
Now more than ever, it’s becoming clear that the visual trends of the 1980s didn’t go away and give rise to something completely new. The positive effects of nostalgia ensure that we’ve embraced the colorful boldness of the 80s in pop culture like never before. And that’s true even if modern minimalism still reigns in serious aesthetic circles like architecture.
Neon, bold typography, and flashy fashion — all of these are more popular now than at any point in the past three decades. That’s why you’ll notice more throwback jingles and “limited-edition” vintage packaging by retail brands. Today, you don’t look like you’re using a cheap emotional ploy when you call back to the ’80s. With the rise of nostalgic marketing, this is the perfect way to look fresh while still establishing familiarity with the consumer.
Why Millennials and Gen X Love the 1980s
Today, millennials and Gen X are major target audiences for most types of marketing, including nostalgic branding. Remember, Gen X is a generation deeply rooted in the 1980s. After all, they witnessed it first-hand as young adults—which is, for most people, the best time of their lives. On the other hand, millennials grew up in a culture that was heavily influenced by the 1980s.
Games, songs, films—all of this was coded and colored by one of the most pivotal decades of the 20th century. Now, these two generations have the disposable income to demonstrate brand loyalty to products that show some appreciation for this era. As a result, it’s only natural that Gen X and millennials would positively respond to marketing that taps into their formative years.
Just think of the number of people who have mentioned Back to the Future or Ghostbusters in the past few decades. And even more importantly, how many sequels, remakes, spin-offs, and accompanying merchandise these franchises have spawned. In many ways, the cultural touchstones of the 1980s are more powerful and valuable now than they were in that decade. You don’t need confidential marketing insights to know that even Gen Z-ers love VHS effects and retro filters on their stories. It’s clear that younger generations are embracing this particular retro aesthetic — just look at Stranger Things.
Examples of Successful Nostalgic Marketing
You don’t have to look far and wide to notice the rise of nostalgic marketing. Just think about what the world’s most popular brands are doing to revive the 1980s in their niches. In the past five years, Nike has leveraged nostalgia several times with key re-releases of popular classic designs. Sneaker culture is particularly steeped in the 80s since this is when the omni-powerful Air Jordans first appeared on the market.
Of course, Coca-Cola has always used nostalgia to quickly establish familiarity and emotional appeal. However, in recent years, its nostalgic marketing efforts have focused on the 1980s. The company even briefly revived its then-disastrous New Coke for Stranger Things. This is a great example of two powerful brands creating a nostalgic synergy for a highly potent effect.
The Retro Gaming Boom
People who aren’t avid gamers may not have noticed this, but the gaming industry was actually one of the first niches where the retro-1980s boom appeared. In the early 2010s, the arcade-style graphics became a mainstay, especially among indie titles. Soon enough, their success would be replicated by big publishers as well.
These days, Nintendo is re-releasing older consoles in miniature form, a great way for the newer generations to bond with their parents over gaming classics.
Wrapping Up
As you can see, the rise of nostalgic marketing presents many opportunities for both marketers and entrepreneurs. However, incorporating visual elements into your branding isn’t enough. Instead, you must balance a fresh look with aesthetic callbacks. It’s a tricky balance to maintain, but if you manage it, you can tap into the emotional core of several generations at once. Use pixelated art, neon colors, and strong typography, but sparingly and only where and when it’ll make a splash. Remember, your brand mustn’t be 40 years old to ride the nostalgia wave. You have to make the right emotional connection with your target audience.
Image Credit: Photo by Rafa Barros; Pexels
