With hectic work (and social) lives, unrelenting responsibilities and mounting pressures, reflecting on fond memories can bring light relief, fuzzy feelings and even a smile to someone's face. Nostalgia is defined as 'a sentimental longing or wistful affection for a period in the past'. The feeling of longing and affection leaves us open to brand messaging; when we feel or care for something, we’re much more likely to act, buy or engage.

Nostalgia marketing isn't a new concept but it is reportedly resonating strongly with millennials in particular. Tell a captivating anecdote from years gone by with a millennial, and you’re likely to connect with them on an emotional level; which is music to the ears of brand marketers.

Many people may look at (us) millennials with our social media addictions and our digitally-maintained dating lives and think we don't care about anything because #ugh #whatever. It turns out, it's quite the opposite. The effect of living in an age of impersonal digital media, and growing up in a period of economic turmoil, compels us to remember simpler times. It is an incredibly easy way for companies to leverage positive feelings from young consumers and create a meaningful connection with them. And many companies are already doing this, especially tech companies looking for new ways to tap into their target audience. TimeHop and Facebook memories serve us up daily flashbacks of past social media posts, while last week Spotify launched its Your Time Capsule feature.

Of course, as I sit here in my faded Levi's jeans and Adidas Stan Smiths, I like to think I'm not so easily influenced.