Nostalgia reflects demographic changes

The demographic landscape in Spain has shifted from a youthful pyramid to a broader middle-aged demographic. This change means that Baby Boomers and Generation X, like myself, are more financially comfortable and willing to splurge on products, such as a pair of Jordan 1 Highs priced at €190 or a North Face Nuptse jacket costing €350. These items are often decades old, yet they resonate with our past experiences and preferences.

I personally connect deeply with Fred Perry, as my earliest memory is captured in a photo of me wearing a white Fred Perry shirt with blue and red trim—a keepsake that symbolizes my journey through life.

Nostalgia connects with our memories and emotions

The age-old debate of who is better—Maradona or Messi—often stirs passionate discussions. While we may not know the personal lives of these athletes, Messi’s unforgettable goal against Getafe evokes memories of Maradona’s iconic moments during a time of national despair.

As we grow older, we rediscover the passions of our youth, be it comics, basketball, hip hop, or punk. Nostalgia rekindles our interests, leading us to revisit cherished memorabilia, like vintage football shirts or classic sneakers from the '90s that remind us of our younger days.

Nostalgia influences our spending habits

Everyone has uttered the phrase, “My music was better; today's stuff is rubbish.” This sentiment resonates through generations, often leading to nostalgia-driven purchases. The return of bands like Blur and Oasis, along with the enduring popularity of the Rolling Stones, highlights our collective longing for the past.

As society rapidly evolves, not everyone can keep pace with the changes. This generational shift means that what was once deemed “uncool” can return as a trendy staple. For example, what was once associated with hooligans can now be embraced by the fashionable elite.

For further insight, I recommend reading "Casuals: The Story of Terrace Fashion," which chronicles the transformation of fashion in the '70s and '80s.

Nostalgia as a business tool

Nostalgia serves as a powerful marketing weapon. When sales decline, brands often turn to nostalgia as a safety net, tapping into what is familiar and beloved. This is evident in the resurgence of Tyler the Creator and the hype surrounding iconic sneaker releases like the Dunk from Wu-Tang Clan.

Not everything nostalgic will succeed, but the economic benefits for those who master this connection are significant. While some may find themselves lost in nostalgia, it can also lead to a disregard for emerging trends, which is a separate discussion altogether.

I extend my gratitude to the AulaCM team—especially Maria and Bruno, who made the experience seamless. A special thanks to Begoña for her insightful presentation, and to Dani for our enlightening conversations. It was a pleasure engaging with everyone involved.

In the first video, "La Maquina de Hacer Dinero," we delve into the mechanics of turning nostalgia into profit, exploring strategies that can be applied across various industries.