Adults embrace modernized nostalgia when it comes to summer activities
Implications - Thrill-seeking Millennials look for products and experiences that reinvent favored childhood memories of summer holidays. Brands strive to meet the needs of these consumers by striking a balance between fun, youthful experiences and sophisticated, adult preferences. Knowing that Millennials fear commitment and career failures, brands are able to make deeper connections to this generation by creating summer break-focused nostalgia -- a time that even in childhood represented a lack of routine and responsibility.
Workshop Question - How can your brand employ nostalgia to market its products/services?
Trend Themes
1. Adults Reliving Childhood Memories - Millennials are seeking out products and experiences that remind them of their childhood summers, creating an opportunity for brands to tap into nostalgia and create unique experiences for adults.
2. Engaging Adult Consumers with Playful Experiences - Brands are shifting towards creating experiences that engage adult consumers playfully and tap into a sense of youthfulness to make connections with consumers, opening opportunities for immersive activations and other playful events.
3. Alcohol-infused Nostalgic Experiences - Incorporating alcohol into nostalgic experiences, such as ice cream or summer camps, is a trend that is resonating with adult consumers and creates opportunities for brands to tap into these desires for fun and nostalgia.
Industry Implications
1. Hospitality and Tourism - Brands in the hospitality and tourism industries can create immersive and playful experiences that engage nostalgic desires and tap into a sense of youthfulness.
2. Entertainment and Events - Brands in the entertainment and events scene can tap into nostalgic desires by creating playful experiences that take adults back to their childhood, or by incorporating adult-friendly features such as alcohol-infused ice creams into events.
3. Food and Beverage - Food and beverage brands can incorporate nostalgia and playful elements into their products, such as incorporating alcoholic ingredients into ice creams or other nostalgic treats, to appeal to adult consumers and tap into their desires for fun and youthfulness.
5 Featured, 45 Examples:
616,624 Total Clicks
Date Range:
May 15 — Jul 16
Trending:
Warm
Consumer Insight Topics:
