Global nostalgia marketing

There will always be potential for nostalgia marketing, especially as populations continues to age. Reasons why consumers can be nostalgic include a desire for comfort and reassurance and a belief that previous times were simpler and better.
Types of marketing range from drawing on long-lasting brand heritage to creating a fictional history for modern brands. Media has facilitated the trend, which has also spread to retail, leisure and food service categories. Challenges will be found as consumers' spending is affected and nostalgia alone cannot be depended on - products and communication methods must also offer something new and relevant. Nostalgia is deeply personal and certain eras are to be avoided....

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