Nostalgia ain’t what it used to be

Back to the future

Sir, – Joe Humphreys’s powerful analysis of the role of nostalgia is apposite (Unthinkable, “Foreverism, One Day and the Netflix nostalgia machine”, March 4th). Organisations have effectively utilised nostalgia to market their products and philosophies to connect them with consumers’ sentimental attachment to past eras. This can be seen as astute or manipulative, depending on perspective. Nostalgia is always going to be part of our lives as we seek comfort, a sense of continuity and an understanding of our identities. Organisations are very aware that nostalgia and amnesia are related and it is inevitable that focused sentimentality based on our values and expectations will be forever with us. – Yours, etc,