The past has a persistent magnetism, playing on a sense of comfort that brands often leverage as a shortcut to emotionally resonate with consumers.
Nostalgia marketing is everywhere—from Pepsi unveiling a “new” logo that harkens back to the original to Rakuten bringing back Cher from Clueless for their 2023 Super Bowl spot. Of course, it’s not just brands—90s and early-aughts fashion is back alongside disposable cameras and flip phones. There seems to be a....