‘When there’s large question marks looming over culture, people like to have a foot in yesterday’: Fender president says brands should embrace nostalgia

Nostalgia continues to surge as a significant consumer trend across categories, and for legacy brands like Fender, it is so important to lean into that, according to the music giant’s APAC president.

According to Edward ‘Bud’ Cole, people love big doses of what they’ve come to know, with smaller doses of the new, so it’s no surprise that nostalgia – in whatever form it is for an individual – is omnipresent.

Whether its in the products they use, the travels they take or the media they engage with, nostalgia is hugely profound in the lives of consumers – it’s in the cyclical nature of life.