71 BUSINESS ADVICE reference specific pop culture from the era, as this might be copyrighted, you can approach nostalgic marketing through colour, fonts, and themes. Think bold black outlines, jagged shapes, and bright, contrasting colours. The ‘90s were bright and bold with colours which contrasted, inspired heavily by comic books and pop art. Using these colours and contrasts within your own marketing material can bring about this feeling of nostalgia for a past before the millennium. Company history can help: And why not bring in your own story as nostalgic- where did your company start, why, and how far has it come? Other brands have used this to their advantage by exploring their past and bringing back old logos, such as Coca Cola and more. This dive into the past of your company can be advantageous for your brand authenticity – letting your customers know the true business, your purpose, and the journey your company has been on so far. Gen Z and millennial customers prefer brands who share their values, and by exploring the story of your company customers can identify closer with your brand. Nostalgia works by reminding us of ourselves at a different time and letting us reflect on this past – or even for many in generation Z, it tells them of how the world, and their parents, were before this moment. Being able to relate your company to this past can draw on the emotions of your customers and it is these emotions which makes the marketing so effective. Sources: https://www.spiralytics.com/blog/brandsthat-used-nostalgia-to-win-at-marketing/ Marketing To Millennials And Generation Z: Things Are Changing | The Drum https://www.coca-colacompany.com/au/ news/trace-the-130-year-evolution-of-thecoca-cola-logo The Age of Authenticity: Why Brands Need to Get Real | Frontify https://www.centralcasting.com/how-getright-90s-look/ https://www.apa.org/news/ podcasts/speaking-of-psychology/ nostalgia#:~:text=Nostalgia%20by%20 motivating%20us%20to,the%20road%20 in%20the%20future.
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