Have you noticed more cafés on the Gold Coast bringing back retro-style events or local brands reviving classic products? These are not random moves but part of a growing trend known as nostalgia marketing. In 2025, this strategy is gaining momentum as businesses look for deeper emotional connections with their audiences.

So, what exactly is nostalgia marketing? It’s the practice of evoking positive memories by reintroducing familiar elements from the past—whether through old-school ads, vintage visuals, or products tied to childhood experiences. Rather than chasing what’s new, nostalgia marketing focuses on comfort, simplicity, and emotional familiarity.

For example, Gold Coast cafés can recreate old milk bar menus, while retailers might use retro packaging or design inspired by the 80s and 90s. Even referencing Aussie classics like Home and Away or iconic summer festivals instantly connects with locals who long for the “good old days.” These touches bring back shared cultural memories that feel both authentic and engaging.

Brands can apply nostalgia marketing in multiple ways:

• Use throwbacks to highlight local history and culture.
• Refresh digital channels with vintage-style fonts, colours, and filters.
• Relaunch a beloved product or experience that customers still remember fondly.
• Encourage user-generated content by inviting people to share personal stories.
• Collaborate with creators or legacy businesses tied to the 90s or early 2000s.
• Blend nostalgia with modern tech such as AR or AI for immersive campaigns.

The reason it works is simple: people love revisiting moments when life felt easier and more joyful. For businesses on the Gold Coast, nostalgia marketing is not just a passing fad but a strategic way to build trust, spark conversations, and strengthen emotional loyalty in a crowded digital marketplace.

Source: BRANDCOM