Nostalgia – is it what it used to be?

YouGov and the7stars joined forces to investigate the most fondly remembered parts of cultural history – and unpick exactly why the nation looks back on its past with rose-tinted glasses.
  • There is an increasing trend towards the use of nostalgic themes and references, both in culture and more specifically in media.
  • Streaming has been on the rise along with increasing sales of vinyl formats, while Instagram’s popularity has equally been mirrored by a resurgence of the Polaroid imagery and retro filters.
  • During the current unsettled political and economic climate, memories of past times can elicit powerful feelings of security, comfort and trust for the British public.
  • There appears to be an opportunity to provide a future focus on technological developments and fresh content, alongside some good old fashioned physical and...

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