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Nostalgia is not cultural comfort, but cultural cowardice. It’s a way for people to simulate connectivity whilst ignoring the collective responsibility we have to create our own future. With the rise of nostalgia, our culture more broadly is at a crossroads, edging towards implosion and the end of the present. 

Writer Sayema Islam discusses how the Coca-Cola brand utilises nostalgia marketing in order to create a brand mythos.