As per Merriam Webster, nostalgia means longing for or thinking fondly of a past time or condition, this word would soon vanish from the dictionary.
Well, it’s not difficult to guess.
When everything is available at fingertips and a blink away, when and where will you witness nostalgia?
You order you get
You wish you get
You command you get
You think you get (yes, we are reaching there soon!)
The genie is out of the bottle, and no one is giving the genie a break.
The genie wants to be free.
Maybe it was human wish to call a onetime victim a genie.
Poor soul, it thought of helping humankind and got trapped in the vicious cycle of human wishes.
The genie is overworked, hardly paid anything and is under a lot of duress.
Only if a human asked the genie it’s wish – it wants the good old nostalgia back.
It wants to feel special once in a while. Not every second.
So, what has this to do with marketing?
Well, everything. Isn’t nostalgia the bread and butter of advertising?
Don’t we go weak at the mention of old, loved and trusted brands from the past?
A lot of work went into creating the brands that people love for, vouch and remain loyal for eternity.
But this nostalgia (a genuinely noble player) is somehow overtaken by new age ‘Give me Now’ marketing.
It caters to the fast and furious, was built to disrupt the market and create green stockpiles (not the recent green fungus controversy delivered in 10 minutes) overnight. On the contrary, the fungus would have taken more than 10 days to show its colors.
So that raises an important question – are we ok to trade nostalgia for flash marketing? Everything just zooming past our eyes, vying for our glorious attention?
What can we do to bring nostalgia back into our lives?
Well, some may say, give it a couple of years – even 10 minutes delivery will become nostalgic!
Or we would be so tired of easy access to things that someone would disrupt the market to sell nostalgia – there would be many takers for sure!
BohoWriter 
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