Nostalgia is a dominant force in popular culture. From Barbie Mania to countless movie and TV reboots, rekindling the past has become a proven hit-making formula everyone wants to get their hands on.
But evoking sentimental longing is more complex than just bringing something back. To elicit a strong emotional response, you may need the nostalgia-driving machine that is audio.
Audio has been a significant force behind pop culture’s biggest hits. Remember Netflix’s Stranger Things? The show has captivated audiences for years with its retro aesthetic, but it was Kate Bush’s song “Running Up That Hill” featured on season 4 that made the show, and Max’s iconic scene, go viral last year.
And who can forget Jenna Ortega’s famous dance on episode 4 of Wednesday? The scene had everyone going “Goo Goo Muck,” with thousands of people replicating the iconic dance on TikTok.
Storytellers continue to use audio to evoke nostalgia across much of their content, and people can’t seem to get enough of it. SXM Media’s “Culture Trends Report” dives into this phenomenon and why people find nostalgia-driven audio so alluring.
The power of audio and memory
Audio is intricately linked to memory and emotion. According to the “Culture Trends Report,” 90% of listeners say audio, particularly music, can make them feel nostalgic. A tune, jingle or even a song fragment can transport people back in time, eliciting a rush of memories and feelings associated with that moment.
Nostalgia is a stabilizing force in a world that is constantly changing.
Audio’s unparalleled ability to influence memories is so strong that it translates to changes in the physical environment, so much so that listening to songs can make people feel nostalgic and physically warmer. That’s why nostalgia is more common on cold days. As temperatures drop, expect people to gravitate toward throwback content to stay happy and warm.
The irresistible pull to the past
Nostalgia is a stabilizing force in a world that is constantly changing, especially among those experiencing major life transitions. According to the report, 84% of listeners say nostalgic music and audio bring comfort and peace of mind, and 83% say music and audio remind them of good times with loved ones. That’s why nostalgia levels are proven to be highest among young adults and why much of what we see from Gen Z alludes to a different era they’ve never experienced before.
The power of nostalgia in advertising
Nostalgia is a potent tool that advertisers can wield to engage and connect with consumers. With audio as a conduit, advertisers can create a sense of familiarity, authenticity and positive association with their brands.
Tap into shared cultural memories: Music, in particular, can bring back to life an era, a trend, or a place and build community around shared experiences. This year, Hip Hop celebrated its 50th anniversary, and brands like Pepsi, Hennessy and Sprite joined in this musical and cultural milestone by paying tribute to Hip Hop icons and releasing limited-edition items.
Lean into podcast’s nostalgic storytelling: Podcasts have emerged as a platform where hosts and guests delve into nostalgic topics, sharing stories, memories and insights about a particular era or cultural phenomenon. Podcrushed, the podcast where Penn Badgley reads your middle school story, explores the heartbreak, anxiety and self-discovery of being a teenager. The show’s hosts and guests reminisce on the bad and the good—from childhood crushes to battles with body hair to schoolyard scuffles. Listeners love a trip down memory lane, and advertisers know to insert their brand message to capture their attention.
Nostalgia has become increasingly viral and widespread. With streaming platforms, curated playlists, viral challenges and immersive experiences, the connection to the past through audio has never been stronger.
