Nostalgia Frenzy, what’s the hype?

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The global pandemic has resulted in a desire for simpler times when masks and vaccines weren’t part of our daily lingo. With a collective longing for the years gone by, the nostalgia frenzy permeates everything.

The nostalgia frenzy is well documented; from nostalgia playlists outperforming new music, to nostalgic hobbies such as knitting and DIY fashion exploding. According to Brandwatch, mentions of the words “nostalgia” and “nostalgic” are higher than in pre-pandemic times. People seek the comfort of the familiar in tumultuous times, and it shows.

Tamagotchis have made a comeback, Oreo’s launched a limited-edition pack allowing you to create your own mixtape and ABBA announced its first studio album in 40 years. Many brands are using  nostalgia in their upcoming campaigns.

Marketing Expert, Lynda Schenk, explains what’s behind the rise of the old-school vibe.

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Lynda Schenk

Lynda Schenk

An energetic and strategic marketing professional with over twenty years’ experience in industries ranging from wine, not for profit, transport, logistics and manufacturing. Lynda founded Purple Giraffe Marketing Consultancy in 2014 offering an end to end marketing service that draws on her proven ability to formulate brand strategies and marketing communications plans that build brand equity, growth and profitability.

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