Retro is booming. Nintendo keeps bringing back old games. Hollywood can’t stop making sequels and remakes. Netflix fills our screens with shows inspired by the 1980s. Spotify recommends songs we loved as teenagers. Even Facebook reminds us what we were doing “On This Day” ten years ago.

For businesses, the past has become big. The market for retro entertainment has never been stronger. Companies know that looking backwards can help sell products today. A familiar logo, an old game or a favourite song can create an instant emotional connection with customers.

For years, researchers have explained this success through nostalgia. Looking back on happy memories can make us feel connected to who we are, remind us of people we care about and even help us cope with difficult times. Marketers have learned to tap into these feelings by bringing back old brands, old designs and old experiences.

But what if businesses become too good at selling nostalgia? Research I carried out with colleagues suggests that digital technology is changing nostalgia itself. Ironically, by making the past permanently available, companies may be weakening the very notion they are trying to sell.

Video games show this better than almost any other industry. Not long ago, if you missed an old game, that was it. Consoles became obsolete, cartridges stopped working and........

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