Newstalgia: The Cheat Code to Engaging Multiple Generations
Newstalgia is my 2025 buzzword.
Hats off to all involved in this new content series with the England men’s football team. For a 90’s baby, everything about this video hit me right in the nostalgic feels – Nelly, Kelly and that phone.
In the clamour to ‘produce for Gen Z’, marketers, advertisers and content creators alike forget about the reality of intergenerational engagement. Age groups don’t exist in silos.
As much as this content series resonates with me from a nostalgia perspective, it resonates with my 8-year-old nephew (who also knows the song inside out) because he sees behind the scenes of one of his favourite footballers in a modern, gamified way on YouTube.
Content that allows different generations to engage in it together – albeit hooked for slightly different reasons – is a powerful but underutilised tool for mass engagement. Pay homage whilst adapting to modern principles and platforms. The success of ‘The Gladiators’ reboot is another example of this.
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