Vol. I, No. 6, August 2023
The power of nostalgia
Nostalgia is an influential driver of consumer decisions and purchases. It can influence consumers' choices on the type of out-of-home experiences they visit.
A May 2023 survey of over 5,000 U.S. adults by CivicScience found that over half of adults (52%) say they are likely to purchase something when it makes them feel nostalgic for the past. All we need to do is look at the recent success of the Barbie movie to validate this.
Most people feel nostalgic for things that defined their youth. Nostalgia for different eras varies extensively by age. For example, Millennials are most nostalgic for the 1990s, while Baby Boomers are most nostalgic for the 1970s.
Gen Z and Millennials are the two generation cohorts most likely to say they make purchases based on feelings of nostalgia.
To dig deeper CivicScience analyzed results to determine which age cohort is more likely to buy something because it makes them feel nostalgic based on their actual purchases rather than just what they say they will do. Surprisingly, older adults over age 45 are more likely than younger adults to make nostalgia-driven purchases, with the 45-54 age cohort being the most likely.
Nostalgia is one factor in the growing popularity of agritourism, especially for venues that have been around for years. Many parents are bringing their children to agritourism farms they visited in their youth.
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