The Sound of Nostalgia
What sounds take you back? Is it the whimsical music of an ice cream truck, a commercial jingle from Saturday morning cartoons, the ‘one-up’ chime from a video game, or maybe a hit song from a summer road trip? Our senses are really good at triggering past experiences, and sound is one of the most powerful. Examining how we process the audible world can shed light on why sound is so effective at opening the door to our past. For leading brands looking to tap into the irresistible draw of nostalgia through sonic branding, you may just want to listen up.
Why Is Nostalgia So Irresistible?
We often have a romanticized view of our past, exaggerating key moments to feel glossier and more perfect – joy is more joyful, pain is more painful. Colors seemed more vivid, smells more distinct, tastes more savory, and sounds more pristine. Time seems to slow down in our memories allowing us to emphasize every last detail and blur imperfections. Reflecting on these details evokes emotions that provide a sense of identity, pride, and purpose.
Nostalgia can drum up an array of emotions, and whether euphoric or bittersweet, most people experience positive effects when reflecting on their past. The University of Southhampton’s Nostalgia Research Group notes that “people report a stronger sense of belongingness, affiliation, or sociality; they convey higher continuity between their past and their present; they describe their lives as more meaningful; and they often indicate higher levels of self-esteem and positive mood” [Source: University of Southhampton].
In this sense, nostalgia touches our emotional core – it helps define us and connect us to others. So whether it’s the smell of grandma’s house, or the song from your first dance, reflecting on these moments is a big part of who we are. When it comes to triggering nostalgic thoughts, sound is one of our strongest senses.
Time Traveling Through Sound
Each of our senses is capable of triggering nostalgic memories, however, the emotional degree and type of memory varies by sense. For instance, sight is good at scene memory and spatial recognition. Taste and touch are powerful reinforcers of nostalgic memories, creating stronger emotional connections when paired with smell or sound. And when it comes to emotional and autobiographical memories, smell and sound are strongest according to studies published in the National Library of Medicine [Source: NIH1, NIH2]. This is because both are processed in the limbic system, responsible for emotion, memory, and behavior.
This is why we can hear a song from our past and immediately think, “I remember listening to this when…” Even more, we immediately recall how we felt at the time. This is especially so with songs we like – our memories are more vivid, more emotional, and accessed more quickly [Source: NIH2]. The same is true of sounds. Consider unforgettable sound effects from films, classic video game sounds, nature sounds, and even brand sounds like the fizz of a freshly poured Coca-Cola – all are primed to trigger deeply emotional memories.
Connecting With Consumers Through Nostalgia
There are a number of ways of using audio to form deep connections with consumers – we discuss several here – however, tapping into nostalgia, assuming it’s a good fit for your brand, can create even stronger connections.
The key is deciding which segment(s) of your target audience you’re after and working backwards to determine the songs, sounds, and musical styles popular during their developmental years – childhood through early adulthood. The most direct approach is to use a popular song from that time period, however if budget is limited, creativity with custom music, production music, and/or sounds can also pay off. Start by exploring broad experiences and pop-culture that a majority of your audience can relate to and refine from there. The more you know about your target, the better shot you have at unlocking a memory using audio.
Take a walk down memory lane with these leading brands:
Use of Nostalgic Song
Uber Eats | Cher, “If I Could Turn Back Time”
Use of Nostalgic Sounds
Nintendo | Switch 2, “Now You’re Playing Together”
Use of Nostalgic-Sounding Track
Airbnb | Edna Mode Mansion
Nostalgia offers a direct pathway to our identity, and sound is one of its most effective triggers. For brands with the right positioning and tone, tapping into nostalgia presents a unique opportunity to forge deep emotional connections with consumers. So instead of chasing the next big hit for your upcoming campaign, maybe consider a throwback to the past.