Is human creativity limited? And, if the answer is affirmative, have we reached that limit today, in the 21st century? Although we have probably not achieved our fullest potential yet, it’s quite easy to pick up a pattern: we are stuck in an endless loop of recycled culture and we can’t seem able to escape it.
This phenomenon is called nostalgia consumption and it’s a social and cultural trend that could be described as the act of consuming goods that evoke memories from the past.
But why is it that we find ourselves drawn to the familiar even in a rapidly changing world?
As we sit in movie theaters, watching reboots and sequels of the movies we grew up with, dressed as our parents used to, listening to soundtracks of bands who belong to a couple of generations before us, a question arises almost naturally, when one starts to pay attention: is human creativity limited? And, if the answer is affirmative, have we reached that limit today, in the 21st century?
Although we have probably not achieved our fullest potential yet, it’s quite easy to pick up a pattern: we are stuck in an endless loop of recycled culture, and we can’t seem able to escape it.
For example, think of the movies that have premiered in the last few years: a fair amount of them — or at least the most successful ones — are sequels (see the Gladiator 2, Beetlejuice Beetlejuice) or reboots (Mean Girls, Jumanji) or belong to a franchise (the Marvel Cinematic Universe) or refer to beloved characters from the early 2000s pop culture (Barbie, Mario Bros).
This phenomenon is called nostalgia consumption and it’s a social and cultural trend that could be described as the act of consuming goods that evoke memories from the past.
The entertainment industry is the most obvious example, of course, but it’s not the only one: fashion trends follow this pattern as well.
Generations typically experience a feeling of longing for an age between 20 and 30 years before their own. Nowadays, the most iconic nostalgia is the one that comes from the early 2000s — this means that today’s teenagers may feel nostalgia for an era they didn’t even experience.
But why is it that we find ourselves drawn to the familiar – or the unfamiliar – even in a rapidly changing world?
Nostalgia symbols evoke memories, which induce emotions, furthering a connection with the customers: the current marketing strategies refer to the background of today’s consumers. For example, record players became almost forgotten objects with the rise of CDs and digital music, but they have recently risen in popularity among the younger generations, becoming fascinating vintage items.
Research shows that recalling positive memories – such as joyful moments from childhood – activates dopamine production in the brain, evoking feelings of happiness and satisfaction. Brands that are able to successfully spark the feeling of nostalgia draw on these emotions, creating willingness and attraction toward their products or services. The launch of Pokemon Go in 2016 is a perfect example of the exploitation of the feeling of nostalgia for an old item to ensure the success of a new one.
If a product or a campaign triggers a fond memory, consumers are more more likely to develop a sense of trust and emotional attachment to the brand – this is how nostalgia marketing can strengthen customer loyalty. This is also the reason why Disney continues to remake live actions of their classic movies and release merchandise tied to popular franchises: for most people, these films and products are linked to special childhood memories and purchasing a new item associated with them reinforces that emotional connection.
Nostalgia resonates strongly during periods of social, political or economic uncertainty. In difficult times, people tend to get closer to familiar memories that provide a sense of comfort and stability. A prime example of this phenomenon took place during the COVID-19 pandemic: with people stuck at home, streaming services like Netflix released old shows, while gaming companies revived classic titles, capitalizing on consumers’ desire for familiarity.
It’s now obvious that nostalgia isn’t just a funny feeling – it’s a big business. The global nostalgia economy is valued at over $350 billion and is expected to reach $500 billion by 2030. Nostalgia marketing is deeply rooted in psychological principles that make people more likely to respond to nostalgic content. If this strategy is implemented well, companies can gain big profits: a 2014 study found that customers are more likely to spend money on brands that evoke memories and familiarity.
To tap into these emotions, brands often wait at least a couple decades to develop new versions of past products, such as toys, clothes or media. For example, in 2022 McDonald’s launched a limited-time Happy Meal for adults, featuring toys inspired by characters from its 90s campaign. This timeline is not accidental: the timely re-introduction of iconic items gives time to the children whose childhoods were surrounded by these images to become adults with purchasing power. The nostalgia economy presents a massive opportunity for businesses, especially in the lead-up to Christmas, when emotions and memories are particularly influential.
There are some defined strategic approaches to carry out these goals, such as rebranding and re-releasing iconic products (in 2016 Nintendo re-released its iconic NES gaming console, which produced a massive success), limited edition retro collaborations (Nike has perfected this with its retro lines) or creating nostalgic experiences through themed events or pop-ups.
Nostalgia surely represents a refuge from modern-day stress, drawing us back to childhood and the so-called simpler times. But this means that it can lead to creating an idealized and romanticized version of the past, erasing the negative aspects of it.
Furthermore, the remake and reboot movie industry often follows similar patterns, replaying old stories instead of creating new ones. All of this suggests that culture is, as of today, stuck on repeat, recycling ideas from the last half-century.
This is, clearly, somehow risky: a culture fixated on the past prevents the future generations’ creative force to emerge and keeps it inactive, following a circular path instead of finding new ways. Moreover, fresh and creative ideas don’t stand a chance when almost all of the top-grossing films are franchises.
Simon Reynolds, music journalist and author of the book Retromania, which deals with the topic of nostalgia in the music industry, asks himself and his readers if nostalgia is stopping our culture’s ability to move forward or if we are nostalgic precisely because our culture is stuck. The doubt takes us back to the beginning: have we reached the fullest potential human creativity may offer us? Do we have the right to assume that our capabilities are scarce?
Reynolds does not answer his own question, but rather leaves us with one last issue to ponder: “Is it possible or desirable to preserve and remember everything? Maybe we need to forget. Maybe forgetting is as essential for a culture as it is existentially and emotionally necessary for individuals”.
Mihaela here! I was born in Moldova and I grew up in a small town in the mountains of Brescia, northern Italy. I’m currently in my second year of CLEACC and I have a deep love for reading and writing and I strive to use my passions to genuinely connect with people. My interests also span from history and geopolitics to swimming and hiking.
