TrendSights Analysis: Retrophilia - A longing for the past as an antidote to the present and future
A love of things from the past; both from nostalgic consumers, and those consumers who did not necessarily experience it first time round but have a curiosity towards it. It reflects a desire to remember - or discover - a time when life was simpler, and the seemingly abundant concerns and problems plaguing modern society were less severe and imminent.
Retrophilia is part of the Comfort & Uncertainty mega-trend. While the world is becoming more technologically advanced and efficient; consumers are feeling increasingly time-poor. The stresses of modern life are leading consumers to seek comfort in the familiar. Anxiety and fear of change leads consumers to be cautious in their purchasing behavior; seeking familiar and trusted brands. They look back on the past with fond memories of a simpler time; and seek products which evoke an emotional connection with their past.
While familiarity and trustworthiness are highly influential on most FMCG purchasing decisions, it is particularly so in the more essential, often efficacy-driven, categories. Consumers are more cautious when purchasing these products. If a food brand doesn’t taste right; a laundry product does not clean as it should; or a face cream causes skin irritation; these can all prove costly mistakes for consumers.
The report TrendSights Analysis: Retrophilia, explores how FMCG brands can rejuvenate the past to appeal to curious and sentimental consumers. Moreover, this report helps to gain insight into the different routes through which brands can stimulate consumer demand by reviving, renewing, and reimagining the past, to understand what motivates consumers to try retro products and Identify the innovation implications of Retrophilia for your sector.
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