Nostalgia is having a bit of a moment in culture. Fashion is looking decidedly early 2000s, retro football kits are everywhere during the Euros (and Glastonbury!) and ads are throwing it back (and we've seen retro rebrandings galore, from Perkins to the Los Angeles Kings).
Consumers are loving it, but looking back doesn’t always work. You can’t be throwing in throwback references just because others are. It needs to be authentic. Callbacks to the past can work – but make sure you have a solid bridge to do so.
