Sales of retro trainer brands, food brands, board games, and even vehicles (such as the relaunch of Vespa in India) are all examples of the growth of nostalgia marketing. Nostalgia marketing taps into the memories of the consumer and sells them an idealized version of their past. According to Jannine LaSaleta, nostalgia marketing aims to provide consumers with a feeling of social connectedness.135 It makes them value money less and leads them to spend more freely. Nostalgia marketing can be applied to any stage in the consumers’ life, which means it may not refer to only those products or services that consumers associate with their childhood or adolescence. How do you think nostalgia marketing works? How might nostalgia marketing work for several markets at the same time?

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