Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 290,197 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 391,824 cutting edge ideas.

Nostalgia

Tapping into the value of sentimentality to provide exhausted, troubled consumers with emotional escapism.
Related Megatrends:
Naturality
The desire for sustainable products, including local, organic, recyclable and pronounceable ingredients.
Youthfulness
The world is becoming more playful, driven by generations not ready to grow up, including Boomers who desire a more active, enriched life.
Wine Shops
Restaurants convert to bottle shops in the wake of COVID-19
Trend - Restaurants across Toronto have been closed for nearly a year in the wake of the COVID-19 pandemic. To survive the economic turmoil, many have shifted into curated wine shops offering unique selections of vino to locals. These establishments offer a unique ambiance and aesthetic that replicates the experience of "going out."

Insight - The COVID-19 pandemic has transformed the shopping and entertainment habits of many consumers. Accessing goods shifted from causal grocery store outings and shopping trips to curbside pickups and online delivery. As a result, consumers feel a nostalgic need to revisit the activities of their pre-pandemic life, seeking an excuse to be seen and interact safely with others.
Workshop Question - How can your business pivot to meet the nostalgic needs of consumers?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modernized Beverage
Brands are elevating the aesthetic and recipes of traditional Latin beverages
Trend - Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.

Insight - When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.
Workshop Question - Conceptualize a product that combines modern aesthetics with cultural tradition.
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nature Novice
Adventure tourism brands offer slower-paced novice trips for a new wave of travelers
Trend - When vacationing during COVID-19, North Americans are opting for trips that focus on the outdoors. Many of these consumers aren't experienced with outdoor activities like hiking, climbing, or kayaking and want to learn. In response, adventure tourism brands are offering slower-paced trips to accommodate the new surge of travelers.

Insight - The traveling industry has been drastically altered in light of the COVID-19 pandemic. The shelter-in-place restrictions and the increased time spent indoors have given many consumers time to reflect on what they want to experience in life–with many finding a preference for outdoor experiences. As "well-being" takes on a new meaning in the era of COVID-19, priorities have shifted with many consumers and they now looking to unplug and reconnect with the natural world.
Workshop Question - How can your brand accommodate shifting consumer priorities amid COVID-19?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Alcohol
Childhood nostalgia is paired with alcohol to draw the attention of Millennials
Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Insight - Adult consumers often reminisce about experiences from their childhood and as a result, nostalgia becomes a primary factor in purchasing decisions—especially for those who are part of the Millennial demographic. When confronted with a product that conjures memories of their younger self, individuals tend to be overcome not only by a sense of curiosity but also by a desire to indulge and be transported back to simpler times.
Workshop Question - How can your brand tap nostalgia to draw in consumer attention?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edible Nostalgia
Comfort food takes on new meaning as 90s snack brands re-release for Millennials
Trend - Recognizable brands and food trends from the 90s have made a return in recent years, releasing products targeting Millennials who remember these brands' original heyday. This dose of nostalgia is especially comforting for Millennials stressed about the difficulties of navigating adulthood.

Insight - Although the pandemic impacts every generation, the Millennial is in a particularly stressful position, as they have already experienced volatility up until this point and were meant to be in the midst of their peak earning years. As a result, members of this generation are seeking small doses of joy and emotional safety wherever possible. Food brands leveraging nostalgia grant a new meaning to the phrase "comfort eating" for this generation.
Workshop Question - What is one way you could use nostalgia to provide comfort to a stressed consumer?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Americana Experience
Brands curate Americana experiences to offer both novelty and nostalgia
Trend - Americana themes bring up many familiar memories for consumers from the USA, both old and new. Brands are trying to capture those nostalgic connections with Americana-themed pop-ups and experiences that remind customers of American traditions and history.

Insight - When it comes to branded interactions and experiences, nostalgia works by building connections with consumers because they're able to link strong positive memories with what the brands are presenting them. Building connections via familiarity helps them better resonate with the brands' products.
Workshop Question - How could your brand use nostalgia to build connections with its customers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Travel Branding
Brands are embracing travel nostalgia in their marketing during COVID-19
Trend - As consumers are advised to avoid all non-essential travel during the COVID-19 pandemic, brands are looking to supplement the excitement of leaving the country through global flavors and travel-themed marketing.

Insight - The government-imposed COVID-19 health and safety measures have placed strict restrictions on consumer lifestyles and as the pandemic continues, many are starting to experience nostalgia for some of the activities that they could enjoy frivolously prior to the outbreak. In this space, individuals are looking to make the best of the situation and are increasingly receptive to novelty items as such products bring them some enjoyment through reminiscence.
Workshop Question - How can your brand harness pre-pandemic consumer nostalgia in its marketing?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Americana
Americana themes now come alongside eco-friendly production
Trend - Brands that rely heavily on Americana themes and inspirations are now prioritizing eco-friendly production and/or promotion in their products. These include everything from shoe purchases that result in tree-planting, to collections made from recycled fabrics.

Insight - As consumers become more aware of how their purchase habits negatively impact the environment, they seek out brands that prioritize ecological conservation. For the average consumer, this is particularly true for everyday items like reusable containers and clothing, as these are more cost-accessible than more macro eco-friendly investments.
Workshop Question - How is your brand making eco-conscious consumption accessible?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Foodie Airline
Airline companies are making in-flight menus available to consumers on the ground
Trend - As the travel industry looks for ways to recover, some airlines are opting-in to recreate the in-flight dining experience. While some are offering aircraft-themed diners, others are boasting produce or in-flight meal deliveries.

Insight - As the pandemic continues, contemporary consumers are looking for ways to diversify their time, both at home and outside. For many, novelty plays a strong role here. Embarking on a new experience—even a familiar one in a new setting—enables individuals to be entertained and distracted from their day-to-day reality. This results in them feeling less stressed and even a bit nostalgic about the things they enjoyed pre-pandemic.
Workshop Question - How adjacent industry can your brand tap for inspiration?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fine Drive-Thru
Fine dining restaurants are opting-in for the drive-thru business model
Trend - Fine dining restaurants are continuing to adapt to the government-imposed restrictions due to the COVID-19 pandemic. While before, these businesses were often at-home meals and virtual dining, now they are boasting immersive drive-thru experiences.

Insight - Due to the outbreak of COVID-19, consumers are forced to continuously place limitations on their lifestyle—from work-related events to their entertainment choices. As time goes on, however, some become restless and even nostalgic about the activities that they enjoyed pre-pandemic. In light of this, individuals are looking to diversify their experiences and indulge in something that was available to them before, while maintaining rules of social and business conduct during COVID. This affords them peace of mind.
Workshop Question - How can your brand adapt a luxury experience to the current climate?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends