I think most of us have heard the quote, “Sooner or later, everything old is new again.” In today’s technological age, it’s difficult to imagine something old being considered new. Little did we know the mass revival of 70s, 80s, and 90s culture would hit us like a Skip-It to the ankle. You may think your worn-out chunky loafers and your tattered oversized jeans are so yesterday – but they are anything but. It’s called the Retro Revolution, and it’s taking the world by storm. Whether it be fashion, movies, or music, old is new again, and it’s edgy, cool, and stylish.
The Retro Revolution
A look at clothing styles in stores currently reveals retro marketing at its finest. Shop around and you’ll see trends coming back like corduroy pants, high-waisted jeans, chunky sneakers, scrunchies, choker necklaces along with flared pants and puffy sleeves. Some we’re excited to see back, and others we perhaps wish would have stayed buried in a trunk in the attic. Nevertheless, the retro sense of style is again sweeping the world.
Check the movie-theater listings and see those famous nostalgic movies of the era are working their way back to the box office, either in remake form or as a sequel. Just when you thought you’d seen the last of Maverick, Goose and Ice Man, think again. There’s also Ghostbusters Afterlife, Jurassic Park Dominion, Dune, Mission Impossible, Blade Runner…and even Bill & Ted got in on the action. These awesome flicks were excellent in their own day, and at a time when nostalgia reins, are now making a comeback. It’s no surprise that music is no exception.
Just in the past few years, there has been a resurgence of artists featuring distinct samples of past decades in their current releases:
- “Nice for What” by Drake samples “Ex-Factor” by Lauryn Hill (1998)
- “About Damn Time” by Lizzo samples “Hey DJ” by World’s Famous Supreme Team (1984)
- “Daydreaming” by Harry Styles samples “Ain’t We Funkin’ Now” by The Brothers Johnson (1978)
- “Solar Power” by Lorde samples “Can I Kick It?” by A Tribe Called Quest (1990)
- “Kiss Me More” by Doja Cat samples “Physical” by Olivia-Newton John (1981)
- “Scared to Live” by the Weeknd samples “Your Song” by Elton John (1970)
- “Break My Heart” by Dua Lipa samples “Need You Tonight” by INXS (1987)
- “Rain on Me” by Lady Gaga and Ariana Grande samples “All This Love That I’m Givin’” by Gwen McCrae (1979)
- “Midnight Sky” by Miley Cyrus samples “Edge of Seventeen” by Stevie Nicks (1981)
This movement is called the retro revolution. Why is it coming back and what does it have to do with your marketing strategy? Nostalgia is a marketing tool for the generations. Not only are millennials embracing it, the older end of your target demographic appreciates it as well. Nostalgia is good for the soul. It reminds 45-65 year-olds of a time when life was less complicated and more fun, giving them a chance to relive great memories. Younger audiences embrace it because of the hip edgy vibe and who appreciate a modern view that links to the past.
The Power of Retro Marketing
Businesses are taking advantage of this trend in their marketing strategies. Why? Because it allows brands to connect with consumers in a deeper and more emotional way. It reminds them of happy times and the only thing you had to worry about was making sure you had quarters for the arcade at the Mall. As we collectively navigate stressful times, we’re all – young and old – benefiting from the connection. Brands like Nike, Addidas, Coca-Cola, Nintendo, Old Navy and even Sony Playstation are getting in on the action. Emotional marketing through tapping into iconic classics of the past is powerful and effective.
You might think that, at 98.3FM The Dove, we chose the music on our playlist because of its popularity…but it’s more than that. It represents an emotional connection to a period of time that we can all connect to regardless of age. The Retro Revolution is making old things new again, and people are loving it. We do too!
So crank up the music and you might be surprised at who all sings along. 98.3FM is carpool karaoke for every member of your family. Whether or not the song takes you back to the days of cruising the strip in a T-Bird, or is just a really cool song that your mom and dad happen to like too, we guarantee the connection will be a good one.
Retro Revolution! Yet another reason to LOVE the Dove.