marketing currency

Nostalgia as a marketing currency

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that nostalgia used as a marketing currency is much closer to reality. It is never built solely on pleasure but is a mix of both pain and pleasure. That closeness to reality over a utopia built on the pleasure of instant gratification well explains how nostalgia can be an effective marketing currency