The 90s are back - flannel shirts, choker necklaces, and Pokemon Go are all a testament to that. The reason these trends are back is millennials' desire to hold on to old memories, and more and more companies are finding new ways to engage with that emotion.

Lauren Friedman takes a deep dive into the world of Nostalgia marketing and what companies are doing it the best. For starters, she says, Pokemon Go is the perfect blend of pulling up old memories while pairing that emotion with something new and exciting.

When we feel or care for something, we’re much more likely to act. Share a compelling blast from the past with a millennial, and you’re likely to reach them on an emotional level — the holy grail of brand marketing.

Home builders can tap into this by placing little gems from millennials' childhoods in their model homes at the entry level. It doesn't mean take design trends from the 90s, but maybe put a slink in the corner of a room designed for kids and put out a world map or flag eating mat at the eat-in kitchen.

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