Nostalgia affecting consumption in Brazilian society

A large portion of our society loves to indulge in good old nostalgia. The feeling brings this longing for the past and for the things that I had long ago.

However, there are some interesting triggers that could be contributing to this nostalgia. An ESPM study, called Nostalgic Consumption, by the Center for Marketing and Consumer Insights, listened to 561 people to better understand this feeling.

Another point was to understand where the incentives come from and how that affects consumption in Brazilian society. Check out all the data and information about the survey below.

Nostalgia is a strong feeling in people

About 59% of those interviewed by ESPM said they experience this kind of flashback while listening to old music, while another 50% like to watch old movies and series to embark on that nostalgia.

Soon after, 48% of the people interviewed stated that food is a powerful way to nod to the past. Finally, 37% of people said they went back in time with their games. In these two categories, the brands most recalled by consumers were Atari, Estrela, Mirabel, Kinder, Trakinas, and Nintendo.

For many of our interviewees, nostalgia is quite an important point in life, but there are some interpersonal breaks. About 53% believe that this feeling indicates happiness. 45% experience this sensation in a unique way; 34% associate nostalgia with well-being. And 32% say this feeling brings calm to life.

For many, this is a way to revisit a truly distant past and remember happy moments and memories. Therefore, it is very common to find people and fans excited when seeing certain games, songs, and movies that are remembered, for example.

It is something that touches a happy part lived, that brings good memories and refers to great memories with people and places, which makes good feeling arise.