RECONSTRUCTED NOSTALGIA AND VINTAGE BRANDING: A CROSS-PLATFORM ENGAGEMENT MODEL FOR GEN Z BRAND LOYALTY

Abstract

Nostalgia marketing has emerged as a powerful and emotionally resonant strategy for connecting with Generation Z (Gen Z), a demographic characterized by digital nativity and constant online engagement. Paradoxically, despite their immersion in modern technology and contemporary culture, Gen Z exhibits a marked affinity for cultural artifacts, aesthetics, and themes from past decades particularly the 1980s, 1990s, and early 2000s. This study explores how brands leverage nostalgic elements such as retro packaging, vintage logos, and throwback advertisements to cultivate brand attachment and loyalty among Gen Z consumers. Utilizing a mixed-methods research design, the study incorporates quantitative data from a nationally representative online survey of 1,200 Gen Z respondents and qualitative content analysis of 50 nostalgia-driven social media campaigns deployed between 2018 and 2023.

The findings reveal that 72% of Gen Z consumers express a preference for brands that integrate nostalgic branding elements, with retro packaging and product relaunches demonstrating the highest levels of consumer appeal. Moreover, platforms like TikTok and Instagram serve as accelerators of nostalgic engagement, with nostalgic content yielding a 43% higher engagement rate than non-nostalgic counterparts. These results suggest that nostalgia functions not only as a tool for emotional branding but also as a mechanism for enhancing perceived authenticity and cultural connectivity. To interpret these findings, the study introduces the Nostalgia-Driven Engagement Model (NDEM), which illustrates the pathways through which nostalgic cues influence emotional resonance, digital engagement, and long-term brand loyalty.

This research contributes to the growing literature on emotional branding and digital consumer behaviour, offering practical implications for marketers seeking to create resonant brand narratives in a saturated digital marketplace. By understanding the psychological and cultural underpinnings of nostalgia in a Gen Z context, brands can craft marketing strategies that are both emotionally compelling and strategically effective.

Nostalgia marketing has emerged as a potent strategy for engaging Generation Z (Gen Z), who, despite their digital fluency, exhibit emotional resonance with past decades. This study investigates the influence of nostalgic elements retro packaging, throwback ads, vintage logos on Gen Z’s brand loyalty. Employing a mixed-methods approach (N = 1,200 for surveys; 50 social media campaigns analysed), we found that 72% of Gen Z consumers prefer nostalgic branding, with TikTok and Instagram amplifying nostalgic engagement by 43%. The study proposes the Nostalgia-Driven Engagement Model (NDEM), offering strategic insights for marketers aiming to foster brand loyalty through emotional storytelling.