![]() ![]() Netflix is one brand with keen understanding of fauxstalgia: from Friends to Stranger Things, it serves a diet of heavily retro series to millennials who make up one of its biggest target markets. For example, six per cent of people we surveyed were positive about the 1990s even though they were too young to actually remember them. So, what are the do’s and don’ts for advertisers wanting to tap into 90s nostalgia?Īlthough actual memory is often a key trigger, advertisers shouldn’t underestimate the power of ‘fauxstalgia’ – where people feel nostalgic for a time they didn’t actually live through. Britpop, Girl Power, a Labour Landslide – it’s a heady mix, particularly when viewed through the filter of memory. It’s no coincidence that millennials – born between 19 – are so keen on the 1990s as for many, this decade represents their coming of age. Research we conducted with YouGov into the power of nostalgia in marketing, revealed that the 1990s is the decade most likely to be remembered fondly, with 61% of Brits overall taking a positive view of this decade, and millennials particularly in favour.īeyond the headline figures, we found that individual consumers tend to look back most keenly to the decade of their adolescence. ![]() Smitten with the Spice Girls? Obsessed with Oasis? Fanatical about Friends? If the answer is yes, you’re in good company. The7stars’ head of insight and analytics, Helen Rose, explores the appeal of looking back and how it can provide a direct line for brands to connect with consumers
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