Recently, we at Codeword hosted a dinner for a few dozen of our favorite marketing minds. Over some fantastic food, we dove into a topic that’s everywhere right now, from movie reboots to the return of Y2K fashion: nostalgia. But we weren’t just talking about throwback aesthetics. We were talking about the science of it, with our special guest, Professor Jannine Lasaleta, a leading researcher on the psychology of nostalgia from the Marketing Department at Sy Syms School of Business.
What we learned is that nostalgia isn’t just a warm, fuzzy feeling. It’s a strategic tool that, when used correctly, can be one of the most powerful in a brand’s arsenal. In a world defined by digital noise and constant uncertainty, nostalgia offers a psychological safe haven. It cuts through the clutter by tapping into pre-existing emotional reservoirs of comfort, joy, and trust that other marketing messages simply can’t access.
The most fascinating part of the evening was when Professor Lasaleta explained the core finding from her research. It turns out that nostalgia’s real power lies in its social nature. When we reminisce, we’re often recalling moments surrounded by close, significant others, which boosts our sense of social support. And here’s the kicker: that feeling of social fulfillment literally weakens our desire for money, making us more willing to spend. It’s not just a feeling; it’s a measurable economic behavior.
“One of the most consistent, reliable findings in nostalgia research is that when people reflect on their nostalgic experiences, they feel a strong sense of social support. This sense of social support actually weakens our desire for money—because both money and help from others serve the same function of helping us access what we need from society. When one of these resources feels abundant (money or social support), the other becomes less desirable.”
— Professor Lasaleta
This science explains so much about what we’re seeing in the market. It’s why a tech brand can tap into a Millennial’s actual memory of playing a Nintendo 64, while also capturing a Gen Z consumer’s imagined nostalgia for the 90s—a phenomenon called “anemoia.” (During these tumultuous times, Gen Z is seeking comfort through group-level nostalgia, escaping to an idealized past they never experienced.) The future, however, isn’t just about copy-pasting the past. The smartest brands are engaging in “Newstalgia”—remixing retro cool with modern tech (think Bluetooth-enabled record players).
“The connection between nostalgia and social support is so powerful that when people feel distressed or threatened, they consistently choose nostalgic products over contemporary alternatives for comfort. So, it’s just not about the past or retro aesthetic, it’s about tapping into these personal experiences from the past that increase our psychological well-being, which guides our choices.”
– Professor Lasaleta
But the biggest takeaway is authenticity. Consumers have a built-in detector for “nostalgia-washing.” If your brand is just jumping on a trend without a genuine connection to the era you’re referencing, it will backfire.
So, how can you put this into practice? Here are a few key takeaways from our discussion with marketing leaders:
- Evoke a shared experience, not just an object. Don’t just show a picture of a classic computer. Show two siblings playing it together. Professor Lasaleta’s work shows the magic ingredient is social connection, so frame your campaign around the relationships associated with the memory.
- Know your audience’s nostalgia. Are you targeting Gen X with their lived experiences of the 80s, or Gen Z with their curated, aesthetic-driven anemoia for Y2K? The first is about reliving a memory; the second is about discovering an identity. Tailor your approach accordingly.
- Dig into your own archives. The most authentic nostalgia is your own. Before you borrow from pop culture, look at your brand’s old logos, past ad campaigns, or early product designs. This is a goldmine for genuine, earned nostalgia that no competitor can replicate.
- It’s not just for B2C. While we often think of retro packaging, nostalgia is a powerful tool in B2B to build trust and showcase legacy. A retro case study can turn a vendor into a long-term partner, and a vintage anniversary campaign can turn an emerging product into cornerstone technology. A great example of this was when B2B tech company Intronis ran a direct mail campaign where they sent fully functional Atari game consoles to key prospects, which generated a 650% return on investment (ROI). This success was attributed to how well the campaign resonated with its specific target demographic of male IT managers aged 30–50.
Nostalgia is more than a fleeting trend; it’s a fundamental part of the human experience. And for brands that understand the science behind the sentiment, it’s an opportunity to build a connection that’s not just memorable, but meaningful.