The Rise of Nostalgia: How Companies Are Profiting from the Past

Written by Jessica Hua (‘26), Edited by Nina Rawal (‘27)

In an era dominated by rapid technological change and globalization, businesses have found a lucrative avenue through nostalgia. From the revival of classic video games to brands tapping into consumers' deep emotional connections with their pasts, nostalgia is no longer just a feeling – it is a business strategy.

Nostalgia’s success is in its ability to evoke a sense of comfort, security, and happiness, often reminding people of times in their lives when they were more carefree. This emotional pull can create a strong bond between consumers and products. Leveraging nostalgia translates to a powerful marketing tool, as people are naturally drawn to what they know and remember fondly. This phenomenon is particularly strong among millennials and Gen Z, many of whom are seeking comfort and familiarity from the fast in a present fast-paced world. 

Recent studies have found that feelings of nostalgia can increase people’s willingness to spend money. Research from the Journal of Consumer Research found that people who feel nostalgic are more likely to spend on products that trigger those memories. Thus, brands are selling not only products but also feelings. When analyzing the successful implementation of nostalgia in the market, several sectors come to mind, including Fashion & Pop Culture and Gaming & Technology.

Fashion and Pop Culture

Fashion has seen a resurgence of vintage styles from the ‘80s, ‘90s, and early 2000s make major comebacks, with brands re-releasing old lines or launching new products inspired by their old looks. Levi’s, for example, continues to profit from its retro denim line, and JCrew has recently released a heritage line of its past items. In pop culture, reboots of popular TV shows, movies, and even toys continue to lean on nostalgia. Netflix’s Stranger Things capitalized on ‘80s nostalgia with its aesthetic and soundtrack, sparking a wave of retro-inspired marketing from partner brands. Similarly, franchises like Ghostbusters and Jurassic Park have revived themselves through sequels and merchandise, targeting both older fans and new generations. 

Gaming and Technology

Video game companies have successfully monetized nostalgia by remaking or remastering classic titles. Nintendo has tapped into its fanbase by re-releasing consoles like the NES and SNES Classic Editions and revamping classics like Super Mario Bros and The Legend of Zelda. These moves have rekindled old gamers’ interest and introduced younger generations to these titles. In the tech space, companies are also leveraging nostalgia through the resurgence of vinyl records and instant and disposable cameras. Polaroid is a great example of a product that has found new life by offering a retro experience that appeals to both older and younger consumers seeking authenticity in a digital world. 

Nostalgia is effective in allowing brands to differentiate themselves in a crowded marketplace. As industries become increasingly competitive, brands that evoke familiarity are able to provide consumers with a sense of trust and emotional connection. Its ability to target multiple generations also allows nostalgia to expand the brand’s reach and cater to a broader audience; older consumers will be sparked with memories from their youth, while younger consumers will find novelty in what was once old. However, certain risks still apply, including how nostalgia can wear off if brands overuse it. Constant reboots or re-releases can feel disingenuous to a consumer and may alienate new consumers who do not share the same emotional connections. 

As long as people continue to long for the past, the business of nostalgia will thrive. Striking a careful balance between honoring the past and innovating for the future is critical, and the most successful companies are those that create meaningful connections between consumers while adapting to the changing tastes and technologies of the present. Nostalgia may be about the past, but in business, it is also a strategy that can shape the future.