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  • Article
    FEB 25, 2021

    Especially for younger consumers, a significant attraction of digital products and platforms has been their novelty, as opposed to their utility. But the novel coronavirus has given most of us as much novelty as we care to deal with. As the pandemic drags past Q1 and into Q2, the desire for a return to normalcy will only grow stronger, to one degree or another. This is why nostalgia marketing will likely continue to enjoy a renaissance in 2021.

  • Audio
    MAY 18, 2021

    On today's episode, we discuss how US social media use is changing and why. We then talk about how the social network giants are trying to make their platforms less "anxiety-provoking," why the new NFL-iHeartMedia podcast deal is so significant, and whether the nostalgia marketing trend will dominate 2021. Tune in to the discussion with eMarketer director of forecasting Oscar Orozco and senior forecasting analyst at Insider Intelligence Peter Newman.

  • Report
    MAR 31, 2022

    But those thinking ahead of the curve will use AI to introduce good friction—like amplifying nostalgia or gamification through technology such as prediction engines and emotional AI, according to Jennifer Dalipi, global consulting partner at Ogilvy. The ultimate goal is for companies to anticipate customers’ needs and understand their values using an empathetic set of data.

  • Article
    DEC 17, 2020

    The first was nostalgia—missing the experience of travel overall. And the second was optimism or hope for what 2021 can bring, which is a resurgence of travel. What channels are you leveraging to get the word out about this effort? Social networks like Facebook and Instagram, as well as YouTube and [we might do] some TV advertising.

  • Article
    MAR 5, 2021

    Read about the fourth runner-up, nostalgia marketing, in our recent article. In online grocery, first-time adoption evolves into consumer habit. Online grocery took off dramatically in 2020 as a result of the pandemic; that’s no surprise to anyone. According to our estimates, food and beverage was by far the fastest-growing ecommerce category in the US in 2020.

  • Report
    FEB 25, 2020

    It clearly has a double appeal to millennials: tapping into nostalgia for content from their own childhoods while providing material to keep their kids entertained. Randall said CivicScience’s research has found younger millennials especially attached to digital video. Since younger millennials earn less money than the older, you’d expect them to devote less money to streaming services.

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