Despite the fact that streaming platforms are all the rage, cassettes have seen a surge in popularity – even among young people who were born after tapes largely died out. In an increasingly digital world, people are rediscovering analog as a way to connect emotionally with music and other media.

For the 40th anniversary of the Walkman, Sony has launched an experiential event in Tokyo, allowing passers-by to try out the devices they’ve released over the years. People value emotional connections to their products, and anniversary events can spark happy memories and build brand loyalty.

Tapping into older gamers’ nostalgia, and younger gamers’ curiosity, the Playstation Classic is a nostalgic leap back in time for gamers. The latest Sony release comes at a time when more and more older generation consoles are getting a reboot, reacting to gamers’ nostalgia for simpler times.

Whether it’s Secret Cinema taking people Back to the Future, or the revival of classic shows like Twin Peaks, the promise of a nostalgic experience is a big consumer draw. Andrew Abeyta, who studies the psychology of nostalgia, explains to Canvas8 how reflecting on the past can affect us today.