Here’s a presentation on “retro as a consumer trend”, from a speaking arrangement I gave at ESEIG, on the past 16th of December. Retro is a pretty slick way to deal with some current constraints. Actually, i see retro as more of a permanent counter-trend. One that is always present, opposing the speed of change and restrictions caused by economy. And when change is boosted by uncertainty and identity fragmentation, so does retro’s appeal. If associated with other values such as authenticity, transparency, amateur-ship, fun, escapism, comfort or identity, it can be a nice positioning for brand ideas or activation. But, like any other “trend”, it only makes sense if it helps to boost the brand’s story. Anyway, I hope it can stir up some conversations regarding the subject.

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