Why I Call Myself a Nostalgia Futurist
For over two decades, I've been on a fascinating journey exploring how human sentimentality toward the past profoundly shapes our present attitudes and behaviors, as well as our future-oriented hopes and goals. My research into the psychology of nostalgia has taken me from academic laboratories to corporate boardrooms, revealing an unexpected truth: our fondness for bygone days isn't just a wistful indulgence—it's a potent force for shaping the future.
I've authored dozens of scholarly papers and two books on nostalgia, as well as numerous articles for outlets such as The Wall Street Journal, Harvard Business Review, Fortune, and Business Insider. I even wrote a short animated film for TED. And I have helped organizations of all sizes—from small startups to Fortune 500 companies—harness the power of nostalgia to improve their products and services, craft marketing campaigns, and energize their workplace cultures. This unique blend of rigorous scientific inquiry and real-world application has led me to embrace a role I never anticipated: that of a nostalgia futurist.
It might seem paradoxical at first glance. After all, how can looking backward propel us forward? Many people view nostalgia as a barrier to progress, imagining that it causes us to privilege the familiarity of the past over the possibilities of the future. But nostalgia isn't just about reliving the past—it's about using our cherished memories as a launchpad for innovation, resilience, and meaningful advancement.
Nostalgia as a topic of scholarly interest has a fascinating history. The term "nostalgia" was first coined in 1688 by Swiss medical student Johannes Hofer, who viewed it as a potentially fatal medical condition affecting Swiss mercenaries serving far from home. For centuries, nostalgia was considered a disease of the brain or body, with some physicians even attributing it to causes as wild as cowbell-induced eardrum damage! As a fun fact, roughly 5,000 Union soldiers were diagnosed with nostalgia during the Civil War and around 70 soldier deaths were attributed to nostalgia.
As medical professionals lost interest, psychologists in the early 20th century reframed nostalgia as a mental illness, often associating it with depression or stunted psychological growth. It wasn't until the late 20th century that scholars began to recognize nostalgia's positive dimensions. Marketing researchers noticed people's fondness for products from their youth influenced their present-day consumer behavior, while a few psychologists and sociologists started wondering about nostalgia's potential benefits for coping with life changes and maintaining identity. This new openness to a broader appreciation of human sentimentality towards the past paved the way for the modern scientific study of nostalgia, revealing its complex and often beneficial role in our lives.
Over the last two decades, there has been an explosion of research on nostalgia, using the modern tools of behavioral science. I've been fortunate to be one of the founders of this new science of nostalgia, alongside an international team of researchers. In stark contrast to the historical view of nostalgia as a medical or mental disorder, my colleagues and I, and a growing number of other scholars from around the world, have found that nostalgia is a vital psychological resource. The relationship between nostalgia and distress is the opposite of what the historical view proposed: nostalgia doesn't cause distress; distress causes nostalgia. And nostalgia restores wellbeing and energizes us to move forward. In fact, nostalgia often acts as a guide for how to improve our lives by bringing to mind the personally cherished memories that make life feel meaningful.
Yes, some people use nostalgia in unproductive ways. But for most people, nostalgia doesn't keep them stuck in the past or make them dissatisfied with the present. It helps them meaningfully connect the past to the present, and it fills them with gratitude, hope, and inspiration.
Critics of nostalgia often view it as a barrier to progress, keeping people stuck in the past and resistant to change. While it's true that individuals who are highly resistant to new ideas often experience nostalgia, this doesn't mean nostalgia causes their resistance. In fact, nostalgia can be a powerful tool for adapting to change, especially for those who find change challenging.
People with a strong preference for order and stability may turn to nostalgia more frequently in our fast-changing world. However, rather than hindering progress, nostalgia often helps these individuals cope with change. It provides emotional comfort and stability, allowing them to navigate new situations more effectively.
For most people, nostalgia does more than just offer psychological comfort—it can actually help us become agents of change. By reconnecting us with our core values and past successes, nostalgia can inspire confidence and resilience in the face of uncertainty. It serves as an emotional anchor, allowing us to embrace new experiences while maintaining a sense of continuity and identity. Far from being a barrier to progress, nostalgia can be a valuable resource for adapting to and improving our rapidly evolving world.
Consider this example of people being nostalgic for a time before smartphones. In a survey our team at the Human Flourishing Lab conducted with the Harris Poll, we found that 67 percent of Americans (and even 60 percent of Gen Z) long for the time before there was widespread access to social media and smartphones. Most people expressing such nostalgic feelings typically aren't rejecting technological advances. Instead, they are looking for solutions to the problems new technologies have created or exacerbated. They don't want to give up the ability to video chat with a loved one who lives far away or use social media to organize an event. Their nostalgia highlights their desire to improve their social lives by using technology more intentionally.
Here are some ways, based on empirical research, that nostalgia is future-oriented, and a positive force for human progress and flourishing:
A bank of meaningful memories: The memories that people are most nostalgic about are those they associate with meaning in life. When we engage in nostalgic reflection, we are often bringing to mind cherished memories shared with loved ones, and this activity boosts our present sense of fulfillment. Indeed, studies show that people become more nostalgic when they are searching for meaning and that nostalgia increases a sense of meaning in life. I believe meaning is a crucial component of a progress mindset because it drives people to want to have a positive impact on the world.
A source of resilience: When we face challenges or uncertainty that fill us with self-doubt, reduce our confidence, or make us feel defensive and want to retreat within ourselves, nostalgia has a powerful restorative effect. Studies find that people become more nostalgic when they feel lonely, sad, anxious, and uncertain, and that nostalgia reminds us of past successes and connections, giving us a confidence boost in the present. This helps us overcome current obstacles. I believe that nostalgia is particularly crucial in the face of failure, which is inherent to progress and innovation. By reconnecting us with positive experiences from our past, nostalgia enables us to push through our insecurities, bounce back from setbacks, and persist in our efforts to move forward.
A driver of prosocial behavior: Nostalgia makes us feel more socially connected to others. After all, most of our nostalgic memories involve experiences with loved ones or groups we belong to. But nostalgia does more than make us feel connected. It inspires us to serve others. Research finds that after engaging in nostalgic reflection, people are more likely to volunteer and donate money to charitable causes. Nostalgia has also been found to make people more empathetic towards others.
A motivator for future-oriented cognition, emotion, and action: Far from holding us back, research indicates that nostalgic reflection increases feelings of inspiration, optimism about the future, youthful energy, and the motivation to pursue important life goals. Nostalgic memories also help us focus on what we truly value, offering guidance when we're unsure about our life's direction. Nostalgia revitalizes our adventurous and curious mindset, driving personal growth and an openness to new ideas and possibilities.
Fuel for creativity: Many entrepreneurs and artists I've spoken with draw inspiration from nostalgic experiences. These memories often spark passion and fuel the creative spirit necessary for innovation. Indeed, studies have found that people become more open-minded and think more creatively after engaging in nostalgic reflection.
A bridge between past and future: By connecting us with cherished experiences, nostalgia serves our need for continuity, which is the sense that even though we change over time, who we are today is meaningfully connected to our past. Research shows that when people experience major life disruptions or changes that make them feel lost or uncertain about who they are, they become more nostalgic, and nostalgia restores a sense of self-continuity.
Historical inspiration: Beyond personal memories, historical nostalgia can be a powerful tool for progress. Historical nostalgia is often thought of as antagonistic to progress, and it certainly can be. Be wary of people who promote division and distrust while championing a return to the "good old days." However, by looking to past eras of rapid development, societal progress, and cultural optimism, we can draw inspiration for building a better future. Many leaders advocating for progress use nostalgia in this way; they encourage people to look to previous examples of scientific, engineering, and cultural advancement as proof that positive change is possible.
As a nostalgia futurist, I believe that by harnessing the power of nostalgia more intentionally, we can enhance our lives and contribute to human progress. It's not about living in the past, but about using our past experiences as a springboard for creating a better tomorrow.
Whether you're facing a personal challenge, seeking inspiration for a new project, or aiming to innovate in your field, nostalgia can be a valuable ally. So, the next time you find yourself reminiscing, don't dismiss it as mere sentimentality. Instead, ask yourself: How can this nostalgic memory inspire me to move forward? What does it reveal about what I truly value? How can I use this insight to shape my future?
Our nostalgic memories shouldn't chain us to what was, but instead propel us toward what could be.
Have a great weekend!
Clay
If you're interested in learning more about harnessing the power of nostalgia, check out my new book, "Past Forward: How Nostalgia Can Help You Live a More Meaningful Life."