The Nostalgia Codes

Nostalgia is everywhere. So we used CommunityX, our proprietary social intelligence tool, to analyse thousands of pieces of social content to help our

clients better understand what’s really driving it and what it means for them.

We identified 10 distinct communities bringing nostalgia back into culture; from Remix Maximalists reclaiming unapologetic self-expression to Lost Culture Hunters rediscovering the permanence of physical media and Scene Rebuilders reviving the rituals of old subcultures.

What connects them is more interesting than what separates them.

They’re using the past to solve problems with the present - reclaiming individuality, ownership, comfort, meaning and belonging.

For brands, that changes the opportunity; don’t ask what you can bring back, ask what your audience wants back.