VINYL REVIVAL: 3 lessons on the return of records for all brand managers

Against the grain, in an age of fleeting digital experiences, vinyl is once again quenching a thirst — this time not necessarily for the music alone, but rather its tangibility and authenticity. Vinyl sales in the UK have hit a three-decade high, and in 2020, for the first time since 1986, vinyl records outranked CDs in annual sales!

This holds a parallel to the world of marketing, where we often have a preoccupation with what’s coming next — be it tech developments, fashion, or the newest fads and hobbies. Blinded by the latest shiny object, it can be easy to neglect the things which have endured.

So, what are some of the forces at work behind the resurgence of a forgotten form of art? This piece digs into the trends and motivations driving the success of vinyl records, and condenses the three key lessons for anyone looking to better understand their consumers.

HYGGE & THE CONCEPT OF COMFORT

The cultural phenomenon of Hygge rose to prominence a few years ago and remains an influential trend. According to Wikipedia it is a “Danish and Norwegian word for a mood of cosiness and comfortable conviviality with feelings of wellness and contentment”. It has also been identified as a key driver of Denmark’s continuously impressive performance in the World Happiness Report!

The central doctrine of Hygge is deriving contentment from the small things — embracing the joy of being cosy in good company. This might be gathering in a fire-lit living room with family and friends, snuggling under a fur rug, tucking into a warm soup or listening to the harmonious crackling of a vinyl needle.

LESSON 1:

The timeless character of vinyl, its endearing simplicity and aesthetic appeal make it the perfect addition for those seeking warmth and comfort in their homes. It is a useful provocation for brands in terms of how they can prompt sensory stimulation and feelings in their consumers, as well as a reminder of the inherent comfort in, and therefore value of, owning physical products.

NOSTALGICALLY AUTHENTIC

The comfort vinyl provides is also driven by a growing nostalgia, which is in turn linked to the need for authenticity. Bombarded by the promise of a profoundly different but currently undefined future in the metaverse, and amidst increased complexity, nostalgia is underpinning a demand for simpler, back-to-basics products. Vinyl offers consumers something concrete, in their control, real. It exists in their homes and not just on their screens, and its value is evident not just theoretical.

LESSON 2:

In truth, generations have always been nostalgic for a simpler time, but in an era of constant development and unprecedented change, this is even more acutely felt. Brands can consider how to tap into the appeal of the past, leverage simplicity and increase their physical presence to bolster their authenticity credentials and provide nostalgic comfort.

MUSICAL MOTIVES

As with any behaviour change, the decision to either turn back to vinyl (and physical ownership more broadly) stems from a fundamental human motivation — security.

When people are motivated by the goal of security, they seek safety, reassurance and predictability. Alongside the tangibility of ownership, vinyl helps consumers arrive at a state free from worry, reassuring in its timeless routine — needle up, needle across, needle down.

There may be other fundamental motivations at play here as well. For example, an interesting duo of identity and belonging. Identity is essentially about expressing who we are or who we want to be, by what we do and what we buy. Data shows that strong social bonds are one of the strongest predictors of our overall wellbeing, which is why we strive for affiliation, inclusion, appreciation, and a sense of relatedness with others. Vinyl is helping consumers to do just that, with many users adopting the ‘artistic hipster’ badge value that comes with purchase.

LESSON 3:

There may well be other motivations driving vinyl’s revival, but the key lesson for brands is to align with and reinforce people’s goals. Facilitating goal-attainment by increasing people’s capability and opportunity to achieve their goals. Do this — through brand strategy, innovation and communications — and your brand will grow, because you increase motivation and thus move more people to buy. To read more about the 9 fundamental human goals that drive human behaviour please see here.

In summary, Vinyl’s revival shows us that innovation and influencing consumer behaviour isn’t always about looking forward. It’s about tapping into the fundamental (largely unchanging) human truths. In other words — meeting core human needs, whether that be through a new development or finding new ways to unlock the value of products with enduring appeal.

Mike Woolston is a Consultant at Brand Genetics, an agency specialising in human-centred insight and innovation. An experienced strategic and brand consultant, Mike is a proven big picture thinker with a with a passion for understanding culture and behaviour.