Trend: An escape to nostalgia appeals to many people around the globe, at least half in 40 of our markets would like their country to be the way it used to be. Even if the past we are nostalgic for is imagined as a sanitised one, this can lead people to push back against trends that are seen to challenge existing systems. This can be a clamour for a "return" to historical power structures, religious practices, employment patterns, gender roles, and more.

Tension: What some see as progress, others see as a move away from traditional values they hold dear, or a threat that will see them lose out to the benefit of others.

Takeaway: While nostalgia remains a powerful tool for marketers looking to build connections, it’s good for brands to remember that the good old days weren’t always good for everyone.