This was originally published in Campaign.

Pause. Stop. Rewind. The careful product re-introduction of nostalgia comes in cycles. And now, Golin’s APAC president observes that the post-pandemic, economically battered world is again warming up to the comforts of the past.

ou might refer to it as retro or vintage, but nostalgia will continue to gain credence as a creative canvas in 2024 as brands dig into the archives to better connect with their stakeholders.  If you google nostalgia, the first definition I came across is a ‘sentimental longing or wistful affection for a period in the past.’ Fair enough.