Marketing Nostalgia

Written by Team SI on Tuesday, January 21, 2020


At the 2019 Macy’s Thanksgiving Day parade, we saw the launch of Xfinity’s commercial starring E.T. It brought back that feeling of the classics — going back to what we know, what we love and what makes us feel good. So, my marketing prediction for 2020 is that brands will jump on top of that and use nostalgia more in their marketing. Is it new? Maybe not. But, it will be used more. We see the Razr phone coming back. We see this E.T. commercial. We see Netflix releasing the movies that made us. People in their 30s and 40s have huge buying potential as consumers now and they want to feel like they are going back to simpler times. With the political and social unrest, they want an escape from the noise that advertising can make. So, advertisers will start to use nostalgia — a cozy feeling, a home feeling — more in their marketing. No more CGI, no more special effects. Let’s bring it back to the basics. Bring it back to the classics.


Alex Hanes, Director of SI EQ


This blog is part of our 2020 Marketing Predictions series. To see the full playlist, click here.