In a nutshell, nostalgia is the giddy feeling you get when experiencing a snippet of the past. It could be your high school summer playlist or Seinfeld reruns. But, according to psychology professor and nostalgia researcher Krystine Batcho, it goes much deeper.
“Consuming nostalgic media of all types gives us a way of thinking about who we are, and helps us make sense of our purpose in life,” she said.
What happens in our brains during nostalgic moments is also worth noting. A 2008 study by the University of Leeds found that memories during our teenage, formative years are the ones we look back on and cherish the most.
Researchers refer to this period as the “reminiscence bump,” which allows us to fondly remember our favorite songs played during our senior prom with utmost clarity.
Nostalgia is so powerful that it’s been used as an effective marketing tool. Professionals call it nostalgia marketing, a strategy that aims to create emotional bonds with consumers by tapping into the past.
An excellent example is the reissue of 1983’s My Little Pony. A once-popular toy from the Gen X era is now back in circulation for younger generations to enjoy.
But 2000s nostalgia hits home mostly for millennials, the generation that came of age during this era. From a marketing standpoint, they are also the best audience for nostalgia-centric campaigns.
According to Adobe’s lead social strategist Lauren Friedman Suits, millennials are much more likely to act on something they feel strongly connected with, and it is usually from a “blast from the past.”
“Fond memories make us smile — and that leaves us open to brand messaging,” she wrote in an article for Forbes.
We’d like to hear from you, dear readers. What about the 2000s do you fondly recall the most? And why do you think nostalgia has such a powerful impact on people? Make your opinions heard in the comment boxes below!
