Nostalgia. Cultural déjà vu. Kidulting. Why are so many people desperate to escape the present? In this episode, Contagious investigates everything from why adults are rebuilding their teenage bedrooms, to landlines for kids and the return of the iPod, and revealing why the past has become one of culture’s most powerful refuges.
Along the way, we unpack Happy Meals for adults, the psychology of anemoia, and why brands are increasingly selling comfort, tactility and emotional safety.
We’ll explain:
Why the past is haunting the present and how it stops us imagining the future
The data and drivers behind the analogue tech comeback
Why the nostalgia cycle is shortening
How a sunscreen brand has created a sensory portal back to the 1980s
Why Gen Z feels nostalgic for decades they never experienced
How the Proust effect works and why it’s slightly more disgusting than you assumed
Why the Prime Minister of Canada might be wrong about strategy
If you work in marketing, you should almost definitely subscribe to Contagious IQ - an intelligence platform that helps brands and agencies supercharge their creativity by learning from the world's most impactful brands, campaigns and trends.
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