Social media plays a decisive role in popularizing nostalgic products, according to research conducted by Mission Brasil, the largest rewards services platform in the country. The study reveals that 92.3% of respondents perceive the direct influence of digital content on vintage product consumption. Of these, 38.7% consider the impact of social media significant, 34.6% feel some influence, and 19% say they are minimally impacted. Only 7.62% claim not to be influenced.
The study, which surveyed over 400 people, also indicates that 62% believe technology is a decisive factor in nostalgic product consumption, while 38% disagree with this statement. According to Julio Bastos, CCO of Mission Brasil, platforms like Instagram, TikTok, and YouTube are powerful engines in spreading these consumption trends, especially when it comes to nostalgic items. ‘These networks are designed to highlight viral content, so since nostalgia and past trends are on the rise, the algorithms of these social networks end up ‘recommending’ such content, creating a spiral where what was once popular in the past resurfaces in amplified form,’ he explains.
Millennials and Generation Z drive the vintage phenomenon
The research highlights that most consumers of nostalgic items belong to Generation Y (millennials, born between 1981 and 1996) and Generation Z (born between 1997 and 2012), representing 50% and 43% of the audience, respectively. For Bastos, digitization has made these references more accessible. ‘Today, anyone can revisit or even reimagine a style, music, or aesthetic from the 90s and 2000s, for example. This makes brands especially attentive to these consumption patterns and how to bring back trends—and even products from those periods—that can spark consumer interest.
Nostalgia and consumption: video games and fashion lead preferences
The research data also reveals that social media’s influence on nostalgic item consumption directly reflects consumer choices. Video games top the list of most-acquired vintage products, with 25% of responses, followed by clothing (22%), food and beverages (17%), candies and chocolates (10%), and board games and toys (8.5%). Shoes and cell phones each account for 4% of mentions, while magazines/books and makeup follow with about 3% and 2.5%, respectively. Finally, cameras (2%), bags (1%), and glasses (1%) round out the list.
Beyond the most-consumed categories, the survey indicates that product design is the most attractive factor for those seeking nostalgic items, cited by over 35% of respondents. Brand history also weighs in the purchasing decision, with 24% of mentions, while functionality and exclusivity appear as relevant factors for 23% and 15% of consumers, respectively. Other unspecified reasons are cited by nearly 2% of people.
Emotional connection strengthens retro trend
The study reveals that the primary motivation for vintage product consumption is linked to emotional memory. The connection to a happy memory tops the ranking of motivations, cited by 42% of respondents. Next comes emotional attachment to the brand, with 22.9%, and a sense of comfort and familiarity, mentioned by 20% of participants. Meanwhile, 7.62% claimed they seek to stay updated on a trend, while 6.9% said the main factor is a sense of belonging to a group or era.
For Bastos, reviving past references goes far beyond just a passing fad. ‘Nostalgia marketing, as much as it is fueled by digitization, is driven especially by the desire for emotional connection with experiences that marked generations,’ clarifies the CCO. He adds, ‘Brands that understand this movement and authentically incorporate nostalgic elements can create highly engaging products and campaigns today.’
