Excerpt:
For many U.S. Hispanics, the past is not simply remembered. It is transmitted.
That helps explain “nowstalgia”: taking something familiar from the past and reinterpreting it for the present, a marketing concept credited to Brooklyn agency Madwell. Nostalgia asks audiences to look back. Nowstalgia lets them carry something forward.
The emotional foundation may be historical nostalgia, or sentiment for an era before one’s lifetime. A Human Flourishing Lab survey conducted online by The Harris Poll among 2,085 U.S. adults found that 68% feel it, including 76% of Millennials, 75% of Gen X and 68% of Gen Z.
The research does not show that Hispanics experience this more intensely. But younger generations are more diverse, and roughly one-quarter of Gen Z identifies as Hispanic. This means Hispanics play an important role in how cultural memory is reinterpreted.
The Human Flourishing Lab study also found that 73% of those surveyed believe products should incorporate ideas or design elements from earlier eras, rising to 78% among Gen Z and 79% among Millennials. People are not asking brands to reproduce the past exactly, but to combine familiarity with contemporary design, technology and participation. Some brands already appear to be doing this.
Read the full article at Forbes.
Forbes
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