Dec 20, 2019
Holidays are a time filled with
traditions and reflecting upon the past, remembering the good ol’
days or reliving your childhood…while creating new memories with
(and for) those around you. This episode is all about nostalgia and
traditions, and it fits in perfectly with the holiday theme. As we
dive into the topic of nostalgia, I’ll explain nostalgia’s Swiss
origins in the 1680s and the root of the concept. I talk about how
it’s not negative or pain inducing, but it can be triggered by a
sad or tragic event.
There are a lot of benefits of
nostalgia and thinking about the good ol’ days. It can help
increase self-esteem, feelings of belonging, growth on a
psychological level, and even make people act more charitably. It
can also be a powerful technique for marketing and
People are most likely to become
nostalgic at major transitions in life. This is why a midlife
crisis is a time where people buy the car they always wanted when
they were in high school, or go back to visit their childhood home.
Marketing or advertising for these sorts of things at the right
time can trigger nostalgia and action in a buyer of a certain age.
I’ll be talking about all that and why our brains love nostalgia
and tradition while also giving a few tips about how to use this in
your business – whether it’s at the holidays or any other time of
- [02:22] The concept of
nostalgia was first introduced in the 1680s. Being far from home
caused Swiss soldiers to have all kinds of symptoms.
- [02:40] The root is from the
concepts of “return home” and “pain.”
- [02:55] Everyone can feel
nostalgia, and it's not negative in and of itself.
- [03:11] A sad event may cause
us to think about the good old days. There are actually many
benefits of nostalgia. It can help increase self-esteem, and
feelings of belonging, and encourage psychological growth. It even
helps us to remember that our lives can have meaning and
- [03:44] It's also a powerful
technique for advertising and marketing.
- [04:00] Our bodies are made up
of constantly changing atoms. Our makeups change every five
- [05:23] Sometimes what feels
like a tradition is actually an assumption from the
- [05:49] Ask a question. If
you've always done something a certain way ask why. (Even if it
doesn’t appear broken...ask.)
- [06:09] Nostalgia helps us
remember our lives have meaning and value. Most of our best
memories are from the ages of 10 to 30. This span is called the
- [06:26] This period of time is
important, because it's heavily linked to the time that we form a
sense of ourselves.
- [08:45] Children are quite
sensitive to effort, and with good reason. Actions speak louder
- [09:17] Children can
differentiate between fantasy and history, evaluate the strength of
evidence and prefer claims with scientific framing. Children in
many cultures are less likely than adults to appeal to supernatural
explanations for unlikely events.
- [10:09] Feelings of nostalgia
are most likely to come up whenever you feel sad or lonely.
Nostalgia – remembering important people in your life or key
moments – can help you to feel better about yourself.
- [10:51] People are also most
likely to become nostalgic at major transitions in life. This is
why a midlife crisis is a time where people buy the car they always
wanted when they were in high school, or go back to visit their
childhood home. Marketing or advertising for these sorts of things
at the right time can trigger nostalgia and action in a buyer of a
- [11:16] Finding a trigger that
can make someone feel nostalgic can make them feel better and more
endeared toward your product. Incorporating all of the senses is
- [13:03] Studies have shown
nostalgia physically warms you up!
- [13:21] Our brains are also
wired to make memories much better than they actually were. Our
nostalgic brains build memories up to be better than anything that
could possibly be.
- [14:33] Our brains are
nostalgic and brands can and should use this in advertising and
marketing when it makes sense to do so. The right memories need to
be chosen and triggered properly. Get as close as possible to the
context and emotion.
- [16:32] When you feel
nostalgic, ask why that experience meant so much to
- [17:03] The brain does things
based on what has felt good in the past.
- [17:44] There are four key
elements of a traditional ritual. This includes 1) a strictly
defined time and place, 2) a set of features that are repeated year
after year, 3) another set of features that are different from year
to year, 4) and a lot of symbols.
- [18:42] It's psychologically
important for the event to contain a lot of sensory
- [19:53] Having enjoyed a happy
set of childhood traditions makes parents more likely to give you
support and enact effective rituals for their children. It has
actually been shown to create more mentally strong
- [20:34] Traditions have been
passed down through story or ritual in cultures all around the
world for a reason. They teach us morals and what is
- [22:24] Brands like Macy's have
holiday traditions, and there are even traditions in the brand of
food we buy.
- [25:22] I have loved learning
about some of your traditions over the last couple of weeks – and
not surprisingly, this is something people love to share about
because…we love our traditions!
- [26:08] What is your favorite
holiday tradition and why is it important to you? Will you tell me
about it on social media?
- [26:28] For your business, it
is a good time to ask, is there something you can do to be part of
a tradition at the holidays or any other time of year? How can you
be part of a ritual?
- Thanks for listening. Don’t
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what you heard, please leave a
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