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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How a Korean biotech startup is using AI to move drug discovery from trial-and-error to precision design
A close up of a protein structure model. PHOTO: UNSPLASH
For decades, drug discovery has relied on trial and error, with scientists testing thousands of molecules to find one that works. Galux, a South Korean biotech startup, is changing that by using AI to design proteins from scratch. This method, called “de novo” design, makes it possible to build precise new therapies instead of searching through existing ones.
The company recently announced a US$29 million Series B funding round, bringing its total capital to US$47 million.This significant investment attracted a substantial roster of institutional backers, including the Korea Development Bank (KDB), Yuanta Investment, SL Investment and NCORE Ventures. These firms joined existing investors such as InterVest, DAYLI Partners and PATHWAY Investment, as well as new participants including SneakPeek Investments, Korea Investment & Securities and Mirae Asset Securities.
At the core of the company’s work is a platform called GaluxDesign. Unlike many AI tools that only predict how existing proteins fold, this system uses deep learning and physics to create entirely new therapeutic antibodies. This “from scratch” approach lets the team go after so-called “undruggable” proteins. These are targets that traditional small-molecule drugs can’t reach because they lack clear binding pockets. By designing proteins to fit these complex shapes, Galux aims to unlock treatments that have stayed out of reach for decades. And that’s exactly why investors are paying attention.
The pharmaceutical industry is actively looking for faster and more efficient ways to develop new drugs, and Galux is built for exactly that. The company connects its AI platform directly to its own wet lab, where designs can be tested in real time. Each result feeds straight back into the system, sharpening the next round of models. This continuous loop speeds up discovery and improves precision at every step. It’s also why partners like Celltrion, LG Chem and Boehringer Ingelheim are already working with Galux.
Galux is no longer just trying to make drugs that stick to a target. The company now wants its AI to design medicines that actually work in the body and can be made at scale. In simple terms, a drug has to do more than bind to a disease—it must be stable, safe and strong enough to change how the illness behaves. Galux is moving into tougher targets such as ion channels and GPCRs. These play key roles in heart function and sensory signals. Ultimately, the goal is to show that AI-driven design can turn complex biology into real treatments. And instead of hunting blindly for a solution, the team is building exactly what they need.