Airbnb’s Nostalgia Marketing Strategy: Welcome to the Barbie Dreamhouse

Today’s marketers are using “nostalgia marketing”—associating brands with retro concepts or fads popular in the past—to give target audiences a soft spot for their company. According to research conducted by the University of Southampton, nostalgia can “counteract loneliness, boredom and anxiety” as well as conjure up positive emotions. Nostalgia marketing is especially effective for millennials, with “hectic work schedules, unrelenting responsibilities and more.” Reliving something from their past is a stress reliever, and brands that help them do that are going to get attention.

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