Sweet nostalgia is PR and marketing's not-so-secret weapon
Authenticity in 2026 is found in the rough edges. If your brand feels too perfect, it probably feels like a lie.
I’ve spent the last year watching a fascinating trend take hold. Marketers are ditching the corporate gloss for authenticity, nostalgia, and what I call "intentional amateurism." It’s a powerful shift in digital marketing – and I absolutely love it.
As we dive deeper into the world of AI, the marketing landscape is shifting in a wonderfully imperfect way. While polished, AI-generated content was once the gold standard, audiences are now pushing back against that synthetic perfection.
The death of perfect: why we’re craving the "amateur"
For years, digital strategies pursued high production values, with the mission to be big. Now, though, highly polished content is often dismissed as advertising, and audiences quickly ignore anything that seems overly produced, and understandably so.
The most fascinating element, though, is that this shift is a strategic response to cultural trends, not a result of budget constraints. It turns out that unpolished content is actually very charming and provides a feeling of genuine connection. At the core of it all is authenticity, and that’s what great communication is all about. Cultural moments over instant monetisation.
Forest Bike’s £1 fish nostalgia
I saw the latest campaign from Forest, the e-bike brand, and thought it summarised what we’re talking about perfectly. They recently partnered with Muhammad Shahid Nazir, the £1 Fish Man, to promote their new £1 ride pricing. I can’t help but feel that just a few years ago, traditional CMOs might have had concerns around this nostalgia-driven, intentionally amateur approach, but perhaps as we see millennials move into more senior roles, marketing is having fresh perspectives introduced.
For those who don’t know, the £1 Fish Man was a viral moment from 2012, and Forest created a campaign that resonated emotionally and evoked shared memories. Instead of polished cycling imagery, they emphasised the appeal of a bargain and the humour of a classic meme. This approach builds brand equity by engaging in cultural conversations rather than simply broadcasting messages.
I think the best bit of all this is that, with respect to Mr Nazir, it’s not an expensive collaboration in the slightest, yet completely effective. It’s not Sofia Vergara selling Skechers or Gary Lineker selling crisps… it has so much more emotional impact and memorability (sorry, Sofia and Gary!).
The chaos of Brita’s Instagram
Brita USA has redefined its social strategy with the "Brita Shark," replacing literal product photography with surreal digital content. It’s a shift that helps the brand bypass traditional corporate messaging and build a unique parasocial connection with its audience.
This engagement is evident in the comments, where followers interact with the persona as a peer, sharing messages such as "Brita Shark, I just got into Harvard" or expressing loyalty with "Brita Shark, I want you to know I have a Brita in my dorm room."
This strategy works because it introduces unpredictability. In a landscape dominated by algorithmic content, Brita’s unconventional approach captures attention. By adopting manufactured amateurism, they have transformed a utility product into a relatable lifestyle brand. So, next time you think that your product is boring and can’t be marketed, just remember that a water filter jug is taking over the world.
The bottom line
The most effective strategy is straightforward: prioritise human connection. While AI can get a lot done in a very short amount of time, it gets a lot done in a very short amount of time. You can read between the lines on that one.
Today’s most successful brands are those willing to take risks and embrace authenticity, nostalgia, and imperfection. Instead of prioritising perfection, they focus on genuine engagement.
In an increasingly automated world, being authentically human is the only way to truly stand out.
Barney Packer is the founder and director of digital marketing agency, Modern Classic Digital. With over a decade of experience in digital marketing, Barney revels in creative storytelling, rejecting the norm, and finding new ways to keep marketing fresh.
This week's stories and opinions
When perimenopause and neurodivergence collide in the workplace
How PR professionals can break into management consultancy
PR skills need a digital reboot
Why authenticity matters more than ever in CPG public relations