Desire is a want that is not necessarily rooted in need. Nostalgia marketing is based almost entirely on this idea – getting consumers to want a product not because it is functional, or cheap, or easily available, but because it evokes warm memories. Stanley recently came out with the eCycle Flask that is superior in almost every way to its classic flask. For the same price, the Ecycle flask is made from recycled (and recyclable) plastic, regulates temperature better, is easier to fill, easier to clean, and can even be used as a makeshift dry box for small electronics. But I desire the classic flask, because its nostalgic appeal can’t be beat by practicality.

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