Nostalgia is defined as an excessively sentimental yearning for return to or of some past period. It is interesting how varied the triggers of that nostalgic feeling can be. For most people, it will be an entertainment piece like an old song, advertisement, or movie scene. For me, it is old buildings especially if they are in ruins.

Nostalgia is a powerful device in marketing, particularly when childhood memories are evoked. It is especially true in these times when the world has changed so drastically since the turn of the millennium. During my childhood – the 80s and the 90s – there were more shared / common experiences.

– There was just one or very few TV channels. That is why we all watched the same TV show at the same time. Our conversations the next day used to be on a topic that all could relate to.

– There were few entertainment spots in the town. So, all of us used to hang out at that one spot in the evening.

– Playtime in the evening was a ritual. All colony friends used to play together.

– People used to go in groups to watch movies in cinema halls, or on a VCR for which the whole neighbourhood was invited. Here again, it was a shared experience.

– The service industry was geared towards standardised service. The physical products had fewer SKUs. There was more commonality and less personalization.

The advent of smartphones and cheap data has resulted in fewer “real-world” experiences and more self-entertainment. The last two decades have been characterised by self-created experiences and content, rather than shared ones. I foresee (read: fear) that there will soon come a time when one person will not be able to relate to the other person’s experience. One’s memory evokes nostalgia; shared memories make it monetizable.

By 2030, those born in early 80s will be nearing the age of 50. They might indulge in nostalgia but will not splurge. The younger generation will have no sense of shared nostalgia. Marketers will target them with personalised experiences or experiences which they can call or post as their own.

This is the last decade in which nostalgia can be monetized.

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This article was first published on LinkedIn in October 2025. Link here.