“Stranger Things” and the Power of Nostalgia Marketing

Nostalgia marketing isn’t just a trip down memory lane. It’s a strategy that taps into collective emotion to build brand equity. Done well, it blends commerce and emotion to connect past and present.

Studies show 75% of consumers are more likely to buy when an ad evokes nostalgia, proving that sentiment can be a powerful growth driver.

Why Nostalgia Works

At its core, nostalgia marketing triggers emotional recall. It reminds consumers of simpler, more secure moments — even for eras they never lived through. This emotional link fosters self-continuity (a sense of identity) and social connectedness (a sense of belonging), and brands that evoke these feelings see stronger engagement, loyalty and advocacy.

For marketers, nostalgia isn’t about looking back. It’s about reminding people who they are and how your brand fits into that story.

The Stranger ThingsEffect

Netflix’s Stranger Thingsis a masterclass in nostalgia marketing. Every synth track, BMX bike and Eggo waffle rebuilds the 1980s with such detail that viewers feel transported. Its success lies in emotional authenticity, which has fueled brand collaborations with Coca-Cola, LEGO and Levi’s that tap into 80s iconography to deepen resonance with both Millennials and Gen Z.

These partnerships prove that cultural nostalgia can unite audiences across generations, sparking emotional recognition that outlives a single campaign.

How Can Brands Apply This?

Effective nostalgia marketing starts with knowing which memories matter to your audience.

• Align with your heritage: Connect brand origins to modern relevance.
• Stay authentic: Avoid generic retro tropes; use details that feel lived-in.
• Engage emotionally: Combine visual cues (design, packaging, sound) with storytelling that invites belonging.

Whether it’s Polaroid reviving analog joy or Nike and Reebok re-releasing classic sneakers, nostalgia turns familiarity into feeling — and feeling into loyalty. When marketing leverages the power of memory, it can turn emotion into brand equity.