When we look at the past through the lens of today, we’re engaging in Nowstalgia. There's a whole generation of consumers who appreciate a simpler time and seek out brands that embrace everything about their glory days – all while finding novel ways to move the classics forward. At a moment when we are more innovative than ever, and everyone is constantly obsessed with the future, a grounded connection to the past gives us a feeling of familiarity and safety. Heritage brands remain important as pinnacle market shareholders, however, they need to continue to modernize their expression of their heritage story to stay relevant to younger generations.
With an immense amount of social media virtually watching our every move, we find ourselves in a constant spotlight. Years of self-scrutiny have left many hidden behind a digital wall of insecurities and facades. Now, our society is demanding honesty and humanity when it comes to brands, marketing, entertainment and us. This macro trend extends to social apps like Instagram, Periscope, and Snapchat, where more users are seeking to share moments the way they really happened, instead of a super-saturated filter.
Tracked data of micro shifts from current events, social media, and news