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Key findings previewed ahead of tomorrow’s YouGov and the7stars Nostalgia in Advertising whitepaper release


Today we can reveal some of the findings from YouGov’s latest whitepaper, in partnership with the7stars, ahead of this month’s Nostalgia in Advertising evening event.

The thought-leadership research piece, officially titled ‘Nostalgia – is it what it used to be?’, will be released in full tomorrow, Tuesday 12th November. 

Prolific North’s Nostalgia in Advertising evening on November 20th will be the first time senior marketing professionals can enjoy a thought-provoking discussion of the whitepaper.

In the upcoming whitepaper, Simon Harwood, Head of Strategy at the7stars, concludes: “Nostalgic marketing has the added benefit of being able to play strategically using both the message and the medium. It can be conducted at scale through targeting shared media moments that tap into collective memories.

“Broadcast outdoor, TV and print media are particularly strong at nodding to mass cultural cues from the past, as seen recently with Greatest Hits Radio’s campaign which features iconic photographs of music legends.”

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If you can’t wait to see the sort of things covered in the whitepaper tomorrow, you’re in luck. Ahead of its release, YouGov has kindly allowed us to share some insightful statistics from the paper…

Some key statistics:

  • 48% of people prefer advertising that reminds them of the past/better times
  • 21% both prefer nostalgic ads as well as using advertising to inform their decisions – meaning one-fifth are receptive to nostalgia
  • 77% of people are more nostalgic at certain times of the year, meaning seasons have a noticeable effect

On the night, there will be drinks and canapés, as well as a panel who will talk about the key findings of the whitepaper and chat with attendees.

The panellists revealed so far include Amelia Brophy, Head of Data Products at YouGov, Helen Rose, Head of Insights and Analytics at the7stars, and Phillip Hulme, Director of Sales at Anchor Hanover Group.

The exclusive event will take place at Accelerate Places, 101 Princess Street, Manchester, M1 6DD, between 6pm and 9pm on Wednesday, November 20th.

YouGov, a global research and analytics company, has previously published whitepapers exploring consumer insight into loyalty schemes and whether the public believes brands should have a voice on social issues.

Amelia Brophy, said: “Both YouGov and the7stars have noticed an uptick in nostalgia in advertising, and positive nostalgia amongst consumers in general. This event seeks to challenge the idea of nostalgia and explore if people are nostalgic for times they hadn’t lived through to understand if it is an effective way to connect with consumers and tell stories about brands.”


Join our exclusive event on November 14th

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