Seminar memorization

my script

1 - title slide

Nostalgia marketing is a powerful tool, one that taps into our emotions often without us realizing it. By invoking idealized memories of the past, corporations, especially those in the fast food industry, create a sense of comfort and familiarity, influencing our purchasing decisions.

2 - Introduction (1 - table of contents)

The table of contents include the introduction, then the medical, psychological, economic, and ethical implications, all followed by solutions.

3 - Introduction (2 - topic)

Before exploring specifics, I would like to share what inspired my topic: Nostalgia Marketing in the fast food industry. To quickly preface, key stakeholders include policymakers, dietitians, physicians, corporations, and fast food consumers.

4 - Introduction (3 - research question)

After uncovering troubling statistics on rising obesity rates in low-income areas; where access to nutritious food is limited— I asked: “How does nostalgia marketing in fast food shape consumer behavior and contribute to health issues specifically in the United States of America?”

5 - Introduction (4 - False Nostalgia source and Selenidad)

As Johan Norberg puts it, “Just as aristocrats built fake ruins, kings and poets were now erecting artificial ethnicities and nations,” connecting directly to a sense of faux nostalgia. Similarly, companies construct idealized memories through marketing, this creates the illusion of reconnecting with meaningful traditions, even when the connection is fabricated.

In Selenidad by Deborah Perez, nostalgic consumption fosters connections and enhances nostalgia marketing’s impact in the digital age. However, these connections are often superficial, based on curated narratives rather than authentic experiences, highlighting nostalgia’s power to both unite and manipulate.

6 - Introduction (5 - Why does this matter?)

Through my research, I found that nostalgia marketing plays a crucial role in shaping consumer behavior. Nostalgia marketing exploits emotional vulnerabilities, especially in underserved communities, driving unhealthy eating and worsening obesity, particularly in areas with limited healthy options. This underscores the need for accountability in food marketing.

7 - Medical (1 - Medical Concerns)

Now, let’s take a closer look at the medical consequences tied to nostalgia-driven food choices.

8 - Medical (2 - Risks associated)

Cleveland Clinic suggests that Fast food is often high in sugar, salt, and unhealthy fats, increasing the risk of obesity, type 2 diabetes, and cardiovascular disease.

9 - Medical (3 - CDC, 41.9%)

Additionally, according to the CDC, the U.S. adult obesity rate was 41.9% in 2020, with significantly higher rates found in low-income communities— where access to healthy food is limited and nostalgic fast food marketing has a stronger pull.

10 - Psychological (1 - Psychological Concerns)

Now, shifting to the psychological side, let’s explore how nostalgia affects our decision-making and behavior.

11 - Psychological (2 - Increase decrease)

Contemporary research supports the idea that nostalgia can shape eating behaviors. Generally, psychological studies show that nostalgia decreases the desire for uniqueness and promotes conformity.

12 - Psychological (3 - quote, fan, jiang and hu)

A study by researchers Fan, Jiang, and Hu regarding nostalgia’s effect on consumer’s choice found that nostalgia tends to enhance social connectedness, encouraging preference for popular or majority-endorsed products. They explain, “Consumers are more likely to choose the option that majority of others prefer,” which creates a collective memory that companies can easily exploit at the point of sale.

13 - Psychological (4 - pictures of fast food — mcdonalds, burger king, and tacobell)

Fast food companies strategically reintroduce past menu items, characters, and jingles to spark these emotional triggers.

For instance, Companies like McDonald’s revived Snack Wraps, With Burger King’s Cini Minis and Taco Bell’s '“decades” menu being other examples. These aren’t just meals; they’re emotional experiences tied to childhood and simpler times, which can easily be exploited with these profit hungry billion dollar companies.

But nostalgia isn’t always manipulative.

14 - Psychological (5 - quote, Lasaleta, Werle, and Ymim) (SKIP SLIDE 14, GO TO SLIDE 15 EMERGENCY)

Published by the NIH, a study by Lasaleta, Werle, and Yamim titled “Nostalgia Makes People Eat Healthier” found that nostalgic reflection could increase self-control and healthier consumption behaviors. Participants reported that “nostalgia promotes healthy consumption behaviors and cognitions, and decreases unhealthy consumption behaviors”. This finding implies that, under the right conditions, nostalgia can foster better choices health wise— however, they neglect to take into account that fast food corporations are businesses after all and rarely leverage nostalgia for health purposes.

15 - Economic (1 - Economic Concerns)

Moving on to Economic concerns, specifically…

16 - Economic (2 - Food deserts)

Food Deserts

17 to 18 - Economic (3/4 - Food deserts - image, not)

Not this

19 to 20 - Economic (4/5 - Food deserts - image, not)

Not these

21 - Economic (6 - food desert, yes image - limited nutritious food)

But they look more like this - Food deserts are usually urban areas where access to nutritious food is limited. In these areas, fast food becomes the most convenient, affordable option, often outnumbering grocery stores.

22 - Economic (7 - USDA, 76 counties lack a grocery store)

The USDA reports that 76 counties in the U.S. lack a single grocery store, creating an environment where emotionally charged advertising has an even greater impact.

23 - Economic (8 - image, burger)

However, In these settings, people don’t just choose fast food for convenience, they also tend to choose it for emotional comfort. Though these people don’t have ready access to healthy alternatives, they choose not to make an effort to source them another way, say gardening, making it so much easier to fall back on comforting memories, and corporations take full advantage of their wallets.

24 - Ethical (1 - Ethical Concerns)

Delving into the ethical implications of nostalgia marketing reveals troubling realities.

25 - Ethical (2 - target picture)

Fast food companies are not just selling burgers or fries, they target defenseless populations while exploiting emotional and economic vulnerabilities for profit. This raises serious concerns about their role in contributing to national health crises like obesity and diabetes.

26 - Ethical (3 - cookie jar picture)

Nostalgic branding can also influence children, who are especially susceptible to marketing tactics involving beloved characters and jingles. These early brand associations may normalize poor eating habits that follow them into adulthood.

Moving on to Solutions

To address the challenges posed by nostalgia marketing in the processed food industry and to Garner support for awareness and accountability, several strategies can be implemented.

Solution 1 + limitations - Education and media literacy

Education and Media Literacy:

Teaching consumers, especially children, to recognize and critically assess marketing tactics can empower them to make healthier food choices. A similar approach was conducted by the USDA’s MyPate initiative.

The initiative aimed to shift dietary habits by presenting a simple and visual guide for balanced eating.

Limitations:

However, some limitations to this could be the assumption in the ease of attaining low-processed foods for mass consumption.

Similar to how USDA's initiative MyPlate failed to address the widespread access to nutrient-rich food in public schooling systems.

However, there have been benefits to the initiative, such as increased awareness of food group balance and improved health education in some schools. So I suggest we continue awareness campaigns such as the MyPlate.

Solution 2 - Policy changes

Policy Changes:

Implementing regulations that limit the use of nostalgic branding in food advertising, particularly those targeting children, can reduce the influence of such marketing strategies.

However, limitations to this take could include:

That it would be difficult to rally support for these regulations, especially given the influence and lobbying power of large food corporations.

Additionally, enforcement across digital platforms like social media would require extensive oversight, which can be difficult to maintain.

Solution 3 - Community Initiatives:

Community Initiatives:

Supporting local farmers' markets and community gardens can provide residents in food deserts with access to fresh, healthy food options, reducing reliance on fast food.

However:

Limitations to this approach would be that it would require sustained funding, community engagement, and time; resources that aren’t always readily available.

Solution 4 - Corporate responsibility

lastly, we should encourage companies to adopt ethical marketing practices and promote healthier products can shift industry standards toward prioritizing public health.

Limitations for this take however consists of voluntary compliance. Many companies may engage in surface-level changes (often called “healthwashing”) without fully committing to ethical reform. Since these businesses are profit-driven, there's often little incentive to shift away from emotionally effective marketing strategies like nostalgia, unless pressured by consumer demand or regulation.

Conclusion

Nostalgia marketing is more than just a marketing strategy; it's a powerful tool that shapes our food choices and influences our health. By understanding its impact and advocating for ethical marketing practices, we can make informed decisions that prioritize our well-being and challenge the status quo of the fast food industry.

cited

Here are my works cited

finale

Together we can shift the narrative and prioritize public health over profit.