Retrograde

17 June 2018, Sinsheim, Germany: A car of the brand "Lada" drives towards the Museum of technology during the "Ostalgie" (lit. "East nostalgia") meeting. All vehicle can participate that were built before 1990 in the former soviet nations. Photo: Uwe Anspach/dpa (Photo by Uwe Anspach/picture alliance via Getty Images)

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Retrograde

Authenticity & Nostalgia

The proximity of time (generations) is a catalyst that inspires a newly discovered self. Cultural identity is celebrated, emphasized and re-discovered. Even if the world doesn’t always embrace your difference, there is a natural inclination to uncover our authentic, unique and (re)defined selves. Finding experiences and brands that are reminiscent of simpler times and connect you to something from another era is appealing to a growing sense of discovery.

Top Trends from Our Study

Generation Hopping

Connecting To Content & Culture From Previous Decades Are Helping Facilitate “time Travel” For New Generations

69%

I like listening to music or watching movies from other decades

G14 Over-Index:
All Except for S.Korea, Japan, China, Italy & Germany

55%

I enjoying watching TV shows that are no longer on air

G14 Over-Index:
Mexico (141), India (135), USA (134), UK (128), Brazil (126), Australia 121)
USA Over-Index:
Hispanics (120)

57%

My family practices the culture/traditions of our ancestors

G14 Over-Index:
India (136), Mexico (119), China (110)
USA Over-Index:
Hispanics (132), Asian-Americans (118)

69%

I enjoy consuming content that reminds me of my youth

G14 Over-Index:
Mexico (114), India (113)