What is it about summer that makes us so nostalgic? I spend a lot of time between June and September wishing I was hanging out with friends or family in Saskatchewan (where I grew up), even though I have a perfectly nice life in Vancouver. I’ll respond positively to almost any marketing message reminding me of long, carefree days where my only concern was to have fun.

Nostalgia has a special place in marketing and public relations. It appeals to our need for safety and security. It helps us feel connected to each other. And it reinforces our identity. Read more →