by | Monday, February 23, 2026 · 4:56 pm

Nostalgia Economy

Have you’ve ever found yourself scrolling through “2016 vibes” edits on TikTok or feeling strangely emotional when you walk past a Build-A-Bear store? If so, congratulations! You’ve already participated in the nostalgia economy, one of the most powerful trends shaping marketing today. Marketers have long used nostalgia as a storytelling tool, but three recent trends show it’s becoming a full-blown strategy driven by data, culture, and economics.

First, brands like Build-A-Bear are rewriting the playbook. Nearly 30 years old, the company is now at record profitability, not by chasing kids, but by embracing you. Adults and teens are now a major part of their customer base, drawn in by sentimental memories and an experience that feels “safe” and hands-on compared to online shopping. This is nostalgia powered by experiential marketing, and it’s working.

But nostalgia isn’t just about reliving childhood fun. Gen Z’s obsession with “2016 vibes” is, at its core, a response to economic pressure and a more commercialized internet. When young adults say they miss 2016, they’re really missing a world that felt cheaper, freer, and less optimized for profit. In other words, nostalgia becomes a protest, and marketers who understand that emotional context can better interpret consumer behavior.

Finally, nostalgia is becoming intergenerational – driven by Millennial parents and Gen Alpha kids consuming media together. Brands are tapping into family nostalgia pipelines through school partnerships, retro product releases, and purpose-driven campaigns to cultivate loyalty that spans decades. In a world overloaded with data, nostalgia offers marketers something rare: a deeply emotional insight into why people buy, not just what they buy.

Discussion Questions and Activities

  1. Watch and discuss the Wall Street Journal’s video, How Build-A-Bear Found Success in the Nostalgia Economy. Why do you think nostalgia is especially powerful for Gen Z compared to other generations? In what ways can nostalgia be misused or lead to inaccurate conclusions in marketing research? Should brands actively encourage “kidulting,” or does it risk alienating younger consumers?
  2. How does the “2016 vibes” trend reveal insights that traditional surveys or focus groups might miss?
  3. How could data analytics help marketers predict future nostalgia trends?
  4. Trend Data Dive (Online Activity). Students analyze real-time nostalgia trends using TikTok Creative Center’s keyword analytics. Students search terms like “2016,” “aesthetic,” “throwback,” or a brand of their choice, then present what the data might indicate for marketers.
  5. Nostalgia Audit (Individual or Group). Students choose a brand and identify at least three ways it uses nostalgia. They must determine whether each tactic appeals to Gen Z, Millennials, or Gen Alpha, and discuss why.
  6. Build-A-Bear Strategy Redesign (Group Project). Students design a new nostalgia-driven experience or product offering for Build-A-Bear targeting college-aged consumers.

Sources:

Kranse, Jordan (28 January 2026), How Build-A-Bear Found Success in the Nostalgia Economy, Wall Street Journal Video Series; Lichtenberg, Nick and Roytburg, Eva (20 January 2026) Gen Z’s Nostalgia for ‘2016 vibes’ Reveals Something Deeper: a Protest Against the World and Economy They Inherited, Fortune; Mawhinney, Karl (19 December 2025), Why Nostalgia And Purpose Are The Next Frontier For Brand Loyalty, Forbes.

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by | Wednesday, February 18, 2026 · 11:39 am

Lessons from Hotels and Hollywood on Value, Views, and the Global Consumer

Global marketing is never one-size-fits-all, and two very different industries – hospitality and film -are proving just how much strategy depends on understanding culture, value, and global consumer behavior.

Choice Hotels’ 2026 campaign leans hard into a universal theme: travelers everywhere want more value for their money. Featuring Keegan-Michael Key, the campaign highlights families, golfers, coworkers, and other segments all seeking different experiences across the company’s worldwide brand portfolio. In a global economy where travel budgets are tighter and travelers prioritize experiences over things, Choice positions itself as flexible, affordable, and culturally adaptable. This is a classic global marketing move: Tailoring the message to appeal to diverse motivations while anchoring the brand in a single, consistent value promise is a classic global marketing move.

On the other hand, Disney’s surprise box-office champion Zootopia 2 shows how global consumers shape business outcomes. While many Hollywood films have struggled in China, Zootopia 2 soared to over $624 million there thanks to culturally relevant characters, family-friendly storytelling, and years of local relationship building. Disney invested early with events, partnerships, and a Zootopia-themed land in Shanghai Disneyland. The result? Deep cultural resonance and massive demand even in tier-3 and tier-4 cities.

Together, these stories reveal a key marketing truth. Global success requires that marketers understand local motivations. Whether it’s a hotel guest stretching travel dollars or a Chinese family choosing a film that feels familiar, global marketing wins when brands meet consumers where they are economically, culturally, and emotionally.

Discussion Questions and Activities

  1. Why is “value” such a powerful motivator in today’s global economy?
  2. How did Disney adapt its strategy to succeed in a market where most Hollywood films are struggling?
  3. What challenges do global brands face when trying to appeal to many cultures with one campaign theme?
  4. How does the global consumer differ from a domestic consumer?
  5. Zootopia 2 Deep Dive. Watch video clips of this film or others. What role does cultural relevance play in global marketing success?
  6. Global Box Office Explorer. Using Comscore’s international box office database http://www.comscore.com/insights, student teams analyze the performance of one global film across three different countries by choosing from ten countries in the drop-down menu. Teams present insights on consumer preferences.
  7. Global Consumer Mapping. Compare how Choice Hotels and Disney adjust messaging for different regions. Identify at least three cultural or economic factors influencing each strategy.
  8. Market Adaptation Challenge. Choose a U.S. brand and redesign a marketing message for a new international market of your choice. Explain the required cultural adaptations.

Sources:

Graber, Jenna (21-Jan 2026) Choice Hotels hones in on value in latest global marketing campaign, Wall Street Journal; Fritz, Ben, Zhu Grace, Yueling, Zhao (25-Jan 2026), Disney’s Surprise Box-Office Champion is ‘Zootopia 2,’ Thanks to China, Wall Street Journal.

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by | Tuesday, February 10, 2026 · 11:24 am

Marketing That Rocks: B2B Brands Reinvent Influence with AI & Star Power

As you dive into the world of marketing, it’s easy to picture brands fighting for the attention of everyday consumers. But in B2B marketing where the customers are entire organizations, the rules look a little different. And right now, two big trends are shaking things up: brand-building as a long game and AI as both a power tool and a potential hazard.

In a recent industry study, B2B marketers reported a major shift for 2026. They are reporting bigger budgets and a stronger focus on brand awareness and content rather just chasing leads. Why? Because in an AI-filtered search world, brands need to be recognizable before buyers ever fill out a form. Workday’s CMO, Emma Chalwin, is a great example. Her “Rock Star” campaign, complete with real music legends, proved that even a serious enterprise software company can grab attention with creativity and personality.

But where does AI fit in? Increasingly, everywhere. AI now helps B2B teams analyze intent signals, score leads, personalize interactions, and turn mountains of information into quick insights. Used thoughtfully, it gives marketers serious efficiency and clarity. But if misused with sloppy AI-written emails or poor data practices, it can erode trust, the most valuable currency in B2B relationships.

The key lesson for future marketers: successful B2B marketing blends bold brand strategy with responsible AI use. Creativity attracts attention. Transparency and thoughtful data use keep it. And the teams who balance both are the ones poised to rock their markets.

Discussion Questions and Activities

  1. Why do you think B2B brands are investing more heavily in awareness campaigns rather than focusing only on lead generation?
  2. How does trust function differently in B2B marketing compared to B2C?
  3. What risks do marketers face when using AI without clear intent or proper data governance?
  4. Do you think Workday’s Rock Star campaign would be as effective without the use of celebrity personas? Why or why not?
  5. Where should humans stay involved in an increasingly AI-driven marketing environment?
  6. Campaign Critique. Break into groups and evaluate Workday’s Rock Star campaign. Identify its goals, strengths, weaknesses, and whether it aligns with responsible B2B marketing practices.
  7. Online Exploration. Go online and find one B2B brand using AI tools in marketing. Bring back an example (ad, personalization feature, chatbot, or campaign) and explain whether the AI use appears responsible, effective, and aligned with the brand.
  8. AI Audit Exercise. Students review a sample AI-generated marketing email or advertisement and identify where trust, tone, or accuracy could break down, then revise it.

Sources: Poinski, Megan (Jan 7 2026), Inside Workday’s Rock Star Mentality for B2B Marketing, Forbes; Ledford, Anna, (Jan 19 2026), Integrating AI Responsibly in B2B Marketing, The AI Journal.

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