Nostalgia

Trend - Plush keychains and "blind box"-style collectibles are gaining traction among Gen Z consumers. Often attached to purses, backpacks, and other accessories, these toys infuse individuality into everyday items, allowing consumers to tap into their inner child through cartoon aesthetics and characters.

Insight - Gen Z consumers often seek comfort in the "cutesy" aesthetics and characters reminiscent of their childhood, using them as a grounding force in times of change and uncertainty. These consumers turn to plush toys and collectibles, which offer a sense of community and a way to express their unique personalities while navigating everyday life. Businesses that align with this desire for personal expression and nostalgia are well-positioned to attract and engage younger consumers.

Trend - Sanrio's Hello Kitty is venturing into the snacking space through a number of innovative brand collaborations. From candies to ice cream, these treats combine the character's charm with delectable flavors, allowing fans to express their love for the cartoon cat in a delicious and adorable way.

Insight - Consumers of all ages are naturally drawn to products that evoke feelings of nostalgia and playfulness, often as a way to escape the routines of everyday life. The universal charm and adorable aesthetics of Hello Kitty make her an ideal choice for treat branding that resonates with both adults and children. These products offer more than just flavor—they create a genuine emotional connection, allowing consumers to indulge in a sense of whimsy and youthful joy through everyday purchases.

Trend - Restaurants are offering Halloween-themed meals and items with unique appeal. These items often come at discounted prices to help parents and children, while they feature items with spooky-themed designs to enhance Halloween celebrations. These meals are designed to be positive experiences for fans.

Insight - In North America, Halloween is one of children's favorite holidays due to fun decorations, costumes, and free candy. However, Halloween has evolved to be more than simply a day-of trick-or-treating celebration, with many businesses offering celebratory items as early as a month before the day itself. Consumers who enjoy Halloween celebrations gravitate toward businesses that offer such items to engage with the holiday, build excitement, and save money for their families.

Trend - Brands are now utilizing Tajín, a popular Mexican seasoning blend made from chili peppers, lime, and salt, to enhance fruits, candies, and snacks. When applied to treats, Tajín provides a unique flavor profile that combines the seasoning’s characteristic spice and acidity with sweetness.

Insight - Latin-American consumers often grow up enjoying Tajín on fruits and snacks but struggle to find this unique combination of flavors in their local grocery stores and restaurants. These consumers gravitate toward products that offer familiar, culturally resonant ingredients in accessible formats, allowing them to satisfy specific cravings. Businesses catering to the demand for culturally influenced flavorings can attract consumers looking for nostalgia and familiarity in their food items.

Trend - Hardware brands in the audio industry are releasing convenient, modern devices designed to reinvigorate retro forms of media. These devices add modern features to CD players, cassette tape players, or record players, removing much of the hassle from listening to these forms of media.

Insight - While many consumers in the modern era turn to subscription-based streaming services for all of their music needs, audiophiles and collectors still amass large collections of physical media. These consumers gravitate toward physical media whether for novelty or quality. However, many do not use their collections due to the hassle associated with outdated media players, such as requiring direct power and wired speakers. Brands are releasing convenient devices to target these consumers.

Trend - Incremental games are titles that progress over time without user input. This progress can be accelerated by actively playing the game. The passive progression model leads to consistent progression for the players, which is often satisfying and addicting, regardless of the players' busy schedules.

Insight - One of the fastest-growing markets in gaming is mobile gaming. With nearly every consumer having a gaming-capable smartphone in their pocket, the potential user base for these games is incredibly expansive. However, not all consumers have the time to actively engage with games. For these busier consumers who desire the satisfaction and relaxation of gaming with minimal free time, brands are releasing incremental progression games that automatically play themselves, even when the app is closed.

Trend - Automotive manufacturers are launching new vehicles inspired by retro designs. These cars blend retro aesthetics with modern features, such as electric engines, network connectivity, or motion sensors. Often limited-edition products, these vehicles capture nostalgia without compromising on comforts.

Insight - While more consumers adopt electric vehicles (EVs) each year, there are still large subsets of drivers that prefer traditional gas-powered vehicles. Whether due to aesthetics or function, these consumers are hesitant to adopt EVs, despite these vehicles often being more environmentally friendly, having lower costs of ownership, and having more modern features. In an attempt to accelerate EV adoption amongst these consumers, brands are tapping into retro designs to capitalize on nostalgia.

Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.

Insight - Higher-income consumers from the younger generations grew up with the notion that luxury is associated with cleanliness and healthiness. However, many of these consumers still find themselves engaging with industries that are typically seen as bad-for-you, such as smoking, and often do this discretely to avoid status implications, showing a desire for more designer products in the space. Brands are recognizing the shift in modern values and are releasing products that cater to these consumers.

Trend - Hotels in the United States are debuting retro-inspired aesthetics to offer mid-century nostalgia to patrons. These hotels leverage culture and history, without sacrificing modern comforts, to differentiate themselves from competitors, thus appealing to more senior patrons.

Insight - Individuals who frequently travel, be it for work or pleasure, are constantly tasked with finding comfortable and temporary living conditions. When traveling, these individuals often seek escapism and respite from their busy lives, gravitating towards those that resonate most with their interests, be it aesthetically or in terms of available amenities. In recognition of this, the U.S. hospitality industry is offering stays that prioritize escapism from daily stresses through nostalgia.

Trend - Hair makeup refers to products or techniques used to enhance or alter the appearance of hair without making permanent changes. These products often include concealers, powders, and temporary colors that help consumers give their hair an elevated look.

Insight - As a result of the pandemic, Millennial consumers are embracing vintage trends to evoke nostalgia and find solace in the familiar comforts of the past. Hair cosmetics, crafted with a nod to 90s trends, cater to a consumer desire for familiarity, customization, and reconnection with the elements of youth. Brands that cater to this demand can create a strong emotional connection with nostalgia-driven consumers, translating into brand loyalty over time.