Social networks influence the purchase of nostalgic products for 92% of people, research shows

Social networks play a decisive role in popularizing nostalgic products, according to research conducted by the Mission Brazil, the largest platform of rewarded services in the country.The study reveals that 92.3 % of respondents perceive the direct influence of digital content on the consumption of vintage products. Of these, 38.7% consider the impact of social media significant, 34.6% feel some influence and 19% say little impacted. Only 7.62% claim not to be influenced. 

The study, which heard more than 400 people, also points out that 62% believe that technology is a decisive factor for the consumption of nostalgic products, while 38% disagree with this statement. According to Julio Bastos, CCO of Mission Brazil, platforms such as Instagram, TikTok and YouTube are powerful engines in the dissemination of these consumption trends, even more so when it comes to nostalgic articles. “These networks are designed to highlight viral content, so, as nostalgia and trends of the past are on the rise, the algorithm ends up recommending such content, creating a spiral that has just resumed. 

Millennials and Generation Z drive the vintage phenomenon

The research highlights that most consumers of nostalgic items belong to generations Y (millennials, born between 1981 and 1996) and Z (born between 1997 and 2012), representing 50% and 43% of the public, respectively. For Bastos digitalization has made these references more accessible.“Today anyone can revisit or even reimagine a style, a song or an aesthetic of the 90s and 2000s, for example. 

Nostalgia and consumption: video games and fashion lead preferences

The survey data also reveal that the influence of social networks on the consumption of nostalgic items directly reflects the choices of consumers. Videogames appear at the top of the list of most purchased vintage products, with 25% of the answers, followed by clothes (22%), food and beverages (17%), sweets and chocolates (10%) and board games and toys (8.5%). Shoes and mobile phones appear with 4% of the indications of the indications of each, already magazines/books and makeup come soon after 13, T13 cameras (T13T1, T2.T3. 

In addition to the most consumed categories, the survey indicates that the design of products is the most attractive factor for those seeking nostalgic items, cited by more than 35% of respondents. The brand history also weighs in the purchase 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 almost 2% of people. 

Emotional connection strengthens retro trend

The study reveals that the main motivation for the consumption of vintage products is linked to affective memory The connection to a happy memory leads the ranking of motivations, cited by 42% of respondents. Then comes the emotional bond with the brand, with 22.9%, and the feeling of comfort and proximity, mentioned by 20% of participants. Already 7.62% claimed that they seek to stay tuned to a trend, while 6.9% said that the main factor is the feeling of belonging to a group or period. 

For Bastos, the rescue of references from the past goes far beyond just a passing fad, “o marketing of nostalgia, however much it is fueled by digitization, is driven especially by the desire for emotional connection with experiences that marked generations”, clarifies the CCO. He adds that “as brands that understand this movement and incorporate nostalgic elements in an authentic way can create products and campaigns highly engaged today”.