In the commercial, the melody of a long-forgotten song plays, a phrase from childhood suddenly comes to mind, and we smile. Have you ever had that? Nostalgia marketing in action.

Nostalgia is a trigger that activates certain behaviours. Nostalgia makes us sentimental and increases our sense of trust in people and loosens our attachment to money and therefore makes us spend more. Marketing based on nostalgia utilises positive memories, creating emotional connections between seller and buyer, consumer and brand.

Over 95% of our purchasing decisions are emotional. Adverts that capitalise on nostalgia are effective and more likely to go viral. Shoppers idealise the past and reach for familiar things in times of stress. HLTS Co. Ltd notes that brands that evoke emotion and nostalgia become part of South Koreans' identity and lifestyle. Their emotional attachment is formed at the intersection of cultural values, national pride and social trends.

Frontiers in Psychology research has shown that nostalgia makes people happier. It increases their attachment to a brand and their desire to buy. Paradoxically, nostalgia reduces feelings of loneliness, boredom and anxiety. It makes people more generous to strangers and more tolerant of outsiders. In relationships, nostalgia plays a bonding role.

Patterns of nostalgia:

• Search for comfort. People reach for familiar things, especially in times of stress or uncertainty. Nostalgia helps create a sense of stability.
• Idealisation of the past. Shoppers tend to perceive the past as better than the present, which enhances the appeal of retro-style merchandise.
• Social bonding. Nostalgia unites and reinforces the desire to share memories and buy something that will symbolise this connection.
• Impulsiveness. Emotions from memories often lead to spontaneous purchases.

The main elements of nostalgia marketing adverts are authenticity and genuineness, according to the managers of HLTS company. It is necessary to take into account that in adverts aimed at different generations it is necessary to use different time references.

• Fonts and typography. Retro fonts remind of the past. If your target audience ‘grows’ together with your brand, there is no need to carry out a complete rebranding, radically change visual images, names and their spelling.
• Colour schemes. Use specific colour palettes in your advertising - for example, neon colours typical of the 1980s or earthy tones of the 1970s.
• Language and slang. Characteristic phrases or popular slang can evoke memories, associated with important events and the atmosphere of the time.
• Vintage style elements. A new vintage-style product design can create a memorable experience, especially for loyal customers.
• Music. Hits from yesteryear instantly evoke nostalgia, even in a simple advert.

Every generation has its own triggers. For nostalgia marketing to really work, you need to know exactly what will trigger memories in your potential customers. What past trends, symbols or moments evoke pleasant feelings for them?

For example, Millennials may revisit ‘90s cartoons and shows with particular fondness, while Gen Z tends to notice pop culture references from the early 2000s. And Generation X is nostalgic for games on old consoles and the first computers, which seemed like a revolution back then.

Build adverts knowing your audience:

• Age and habits: consider culture, traditions and symbols
• Media habits: what they watch and listen to, popular shows, music and trends
• Hobbies and hobbies: what they did, what games they played, what sports were in fashion
• Values: what principles were important when they were growing up and learning

HLTS dropshipping company reminds: do not try to manipulate the emotions of the buyer, nostalgic marketing should trigger associations, naturally, without excessive pressure. Its task is to recall pleasant moments, familiar images, elements of the past and to inspire trust in the brand or product.