As the article goes on to say:
“Nostalgia has been shown to counteract loneliness, boredom and anxiety. It makes people more generous to strangers and more tolerant of outsiders. Couples feel closer and look happier when they’re sharing nostalgic memories. On cold days, or in cold rooms, people use nostalgia to literally feel warmer.”
Nostalgia helps us feel connected. It gives our lives meaning – deeper roots. Even when the memory is bittersweet, we feel more human. Nostalgia is good for us.
Brands have long recognized the power of nostalgia. The way it makes us feel. Its strength as a driver of behavior. Drawing up feelings of nostalgia generates positive associations. Sensuality is often the trigger. If you think about what makes you wax nostalgic, it’s typically your senses. Music, in particular, is a powerful trigger. It transports us to another time and place. It reminds us of people, places, events. Good times, sad times. Moments that shaped us. Combined with a sense of mystery and intimacy, we have the ingredients for a Lovemark.
Now that we know just how good nostalgia is for us, it’s about seizing every opportunity we can to create a “nostalgia repository.”