I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

Recess, a line of CBD and adaptogen infused sparkling water, “canned a feeling.” Their website explains front and center that they’re “an antidote to modern times.” This is not a drink, it’s a state of mind.

This is where vicarious nostalgia marketing comes into play. The need to belong is a fundamental human trait (Baumeister and Leary 497, 522), but factors like alienation and anxiety inhibit people from feeling connected/capable of fitting in with others (506). While they may be negative traits, from a marketing standpoint, loneliness and... See more