When confronted with accelerated change, people often gravitate to the familiar and comfortable. But because swearing off the changes of the future simply is not an option, we alleviate our anxieties by finding a balance between what has been, what is now, and what is to come. The exact comfort equation among the three is as unique to each individual as his or her fingerprints, but most involve creating a sturdy bridge that spans past, present, and future. Marketers and product developers must take this consumer ambivalence into account to strike a balance that's appropriate for their target. Rather than be motivated by a chameleon-like hypocrisy, such change will be an extension of the brand's guiding force.
Authenticity also is important.
Smart marketers have been quick to take advantage of consumers' nostalgic leanings.