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.
Beyond nostalgia: understanding socialism markets
Chinese millennials have rediscovered old brands
In Eastern Europe there’s a revival of communist brands
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)
