People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Cadbury’s campaign is flipping its iconic slogan on its head by daring people not to eat its rare Creme Eggs, if found – resisting the temptation could lead to a £10,000 win. With people seeking more joy and escapism post-pandemic, tapping playful nostalgia is a smart move.

Pabst Blue Ribbon has turned a mum-and-pop hotel into a nostalgic 80s throwback motel. With pop culture references likeStranger Thingsbroadening recognition of 80s aesthetics, nostalgia is being used as a tool to speak to multiple generations at a time, not just those there the first time around.

From restaurant closures and the growing convenience of food delivery apps, the UK high street has suffered and many businesses have shuttered as a result. Wimpy, a fast-food chain founded in 1954, has navigated pandemic uncertainty and is reigniting people's love for nostalgic dining.

Gen Yers are finding solace in chocolate and candy snacks from their childhood, especially when faced with the stressors of true ‘adulting’ and post-pandemic pressures. This has prompted brands to update nostalgic tastes with contemporary values of health, sustainability, and functionality.