9.17.24

The "Age of Technostalgia"

By: Stacey Perdek

Here at Wondersauce, we’ve seen plenty of content and ideas recently that explore how nostalgia connects the past with the future, especially in shaping how people perceive and utilize AI. 

We’re seeing it regularly–this trend is highly visible in the fashion and retail industries, where brands like Urban Outfitters and Old Navy hire designers and creative teams to tap into that nostalgia. By mixing contemporary styles with retro aesthetics, they appeal to consumers who covet past trends while maintaining modernity. 

You can also see this in other areas, like Nintendo’s retro-inspired consoles, the vinyl resurgence, or the rise of analog-style filters in digital photography apps. People are drawn to these nostalgic experiences, even as they embrace new technology.

Interestingly, nostalgia creates a push and pull. On one hand, it fuels skepticism toward new tech, but on the other, it evokes excitement for innovations that enhance familiar experiences. This duality, known as "Age of Technostalgia," reflects a desire for the comfort of the past while navigating the innovations of the future. 

But is it really just a “trend?”

Nostalgia can help bridge the gap between traditional practices and technical advancements. For instance, a study indexed by the U.S. National Library of Medicine highlights how nostalgia can guide people’s interactions with new technology through encouraging AI to integrate, rather than replace what we already know and love.

This balance between the old and new is something brands can tap into by creating products that resonate emotionally and appeal to consumers who want nostalgic experiences. Brands that understand this are positioned for success by blending both sentimentality and forward-thinking ambitions of their customers. 

What’s your favorite recent nostalgic revival?

Source: Psychology Today, National Library of Medicine

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