How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.
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A closer look at PMMI’s FastTrack initiative and why it matters for growing manufacturing firms
Updated
February 13, 2026 10:44 AM
Cardboard boxes in a warehouse. PHOTO: UNSPLASH
Large trade shows are built for scale. But for small and medium-sized manufacturers, that scale often creates distance between what’s on display and what they can actually use. Too many options, too little time, and very few tools designed for companies that are still growing. That mismatch is what PMMI is trying to correct with its new SMB FastTrack Program at PACK EXPO East 2026.
That is the problem PMMI is trying to address with its new SMB FastTrack Program, launching at PACK EXPO East 2026 in Philadelphia.
PMMI — the Association for Packaging and Processing Technologies — is the industry body behind the PACK EXPO trade shows and a central organization in the global packaging and processing sector. Through FastTrack, it has created a program (not an app or a product) designed to help small and mid-sized companies navigate the show more efficiently and connect with solutions that fit their scale.
The idea behind SMB FastTrack is simple: reduce friction. Instead of asking smaller firms to sort through hundreds of exhibitors and sessions on their own, the program curates what is most relevant to them. Exhibitors that offer flexible pricing, right-sized machinery, or SMB-focused services are clearly identified with visual icons in both the online directory and on the show floor. That way, a small manufacturer can quickly distinguish between enterprise-only vendors and partners that are realistically accessible.
The same logic carries into education. Rather than treating all attendees the same, PACK EXPO East 2026 will include a learning track specifically built around SMB realities. These sessions focus on issues that smaller teams actually face—how to hire and train workers, use AI without over-investing, improve food safety, cut operating costs, and adopt technology in stages. The goal is not inspiration, but applicability: content that reflects real constraints, not ideal scenarios.
Planning, too, is built into the structure of the program. Through a dedicated FastTrack landing page, participants can access curated supplier lists, recommended sessions, and planning tools that help organize their time before they ever step onto the show floor. Tools like category search and sustainability finders are meant to narrow choices quickly, turning a massive event into something manageable.
Seen together, these elements point to a broader intention. PMMI is not simply adding features—it is reshaping how smaller manufacturers experience a major industry event. Instead of competing for attention in a space built for scale, SMBs are given clearer paths to the people, tools, and knowledge that match where they actually are in their growth cycle.
What makes SMB FastTrack notable is not the technology behind it, but the intention behind it. PMMI is recognizing that progress for small and mid-sized manufacturers depends less on spectacle and more on fit—solutions that are accessible, affordable, and adaptable. The program is designed to help companies move with purpose, not pressure.
In an industry where visibility often follows size, SMB FastTrack represents a structural shift. It treats small and medium-sized manufacturers not as a subset of the audience, but as a distinct group with distinct needs. By doing so, PMMI is quietly redefining what a trade show can be: not just a marketplace of innovation, but a usable platform for companies still building their next stage of growth.