Keith Muir
Insight
17th Sep 2025
Representing reality: The risks and rewards of nostalgia
The rose-tinted glow of nostalgia can feel like an escape from algorithms, AI and looming uncertainty, but raiding the past for culture without purpose isn’t the answer. Keith Muir, Senior Strategist at Born Social, explains how brands can strike the right balance by connecting their heritage to shared cultural memory and crafting it into something new.