9 Ways Brands Can Harness the “Kidult” Trend and Spin Nostalgia into Gold

The “Kidult” Trend, where adults embrace their inner child and indulge in nostalgic play, is a goldmine waiting to be tapped by brands. Nostalgia holds incredible power over adults, and by strategically harnessing this sentiment, brands can create meaningful connections that resonate on a deep emotional level. Here we explore nine strategies that will allow brands to leverage this trend and engage with their audience in a way that is both authentic and compelling.

9 Strategies for Success

1. Authentic Storytelling: Unveil the brand’s history, emphasizing how it has shaped people’s lives throughout time. Connect these stories to cultural touchstones that trigger nostalgia, fostering a genuine connection with the audience.
2. Reviving Classics: Bring back beloved classic products, giving them a modern twist without losing their essence. By catering to both nostalgia and current preferences, brands can satisfy their audience’s craving for familiarity and novelty.
3. Interactive and Nostalgic Campaigns: Design campaigns that encourage adults to engage with the brand through playful experiences. Contests, challenges, and social media campaigns focused on nostalgic themes create a sense of community and foster active participation.
4. Limited-Edition Collaborations: Collaborate with iconic brands or influencers from the past to create limited-edition products or collections. These partnerships generate excitement, bridging the gap between the past and the present while drawing attention to the brand.
5. Immersive Nostalgia Experiences: Create immersive experiences that transport adults back to their childhood. Pop-up installations, events, or exhibitions that pay homage to cultural touchpoints from the past become powerful brand engagement platforms, sparking conversations and lasting memories.
6. Empowering Consumer Stories: Encourage customers to share their nostalgic experiences with the brand and products. User-generated content campaigns foster connection and authenticity, showcasing the impact the brand has on people’s lives.
7. Virtual Engagements: Leverage digital platforms to engage with the nostalgia trend. Interactive apps, online games, and virtual experiences involving the brand facilitate a seamless transition from the past into the digital present.
8. Amplifying Personal Stories: Highlight and amplify the personal stories of customers. Showcase how products have played a role in their lives, framing them as part of a larger narrative of cherished memories and emotional connections.
9. Bridging Generations with Eco-Conscious Initiatives: Combine the Kidult Trend with sustainability initiatives. Highlight how the brand’s commitment to sustainability aligns with the values of both younger and older generations, creating a sense of continuity that resonates across age groups.

By strategically leveraging the power of nostalgia, brands can tap into the Kidult Trend and create lasting connections with their audience. Through authentic storytelling, immersive experiences, and interactive campaigns that blend the past and the present, brands can cater to the emotional needs of adults seeking to reconnect with their inner child. It’s time to unlock the nostalgia goldmine and build bridges between the past, present, and future.

Methodology

These findings are from an omnibus study released by Sago between August 4-7, 2023, among a random selection of 2,680 of GB, CAN, and US adults ages 18+ who are online panelists of Sago’s Community.

The results were weighted by age, gender, region, and social Grade to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.

Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.