Why brand managers must embrace nostalgia during this crisis
When you can’t make new content, it’s time to revisit the creations of yesteryear. Here are some ways to make what was old new again.
As people continue to social distance and remain confined to their homes, two things are becoming apparent:
Entertainment becomes an increasingly important way to disconnect from COVID-19. And while people have been able to binge on shows, the well is running dry on new productions. At the same time, our entertainers and sports stars remain sidelined with few opportunities to share their unique talents and points of view.
Another interesting phenomenon is taking place: Americans are rallying around nostalgia. College friends are reconnecting. Families are discovering hands on activities like puzzles, gardening and game night. Some are even using nostalgia to support others—such as the Facebook high school photo movement to celebrate kids who won’t attend commencement ceremonies this year. Like it or not, nostalgia is the new original content.
The entertainment industry has millions of pieces of content waiting to be dusted off and there are hundreds of causes out there struggling to survive.
Creating a new approach: ‘original nostalgia’
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
