An American Classic

We all know what nostalgia is, but it is somewhat difficult to place a concrete definition on the word. Dictionary.com defines nostalgia in the following way: a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time (http://dictionary.reference.com/browse/nostalgia?s=t). One brand which relies heavily on the use of nostalgia in order to promote its product is Steak ‘N Shake, “An American Classic.”

http://www.steaknshake.com/

            Almost everything inside the restaurant is seemingly designed to remind customers of a diner from “the good old days.” Everything from the neon lights, to the clothing won by the employees creates this sense of nostalgia. The milkshakes, the food, and the overall atmosphere of the restaurant all work together in order to remind the customer of a time gone by. By appealing to our longing for a time in the past, Steak ‘N Shake is better able to market to customers.

            The way in which we are drawn to nostalgia provides some insight into our culture. When we are drawn to those things that remind us of a previous time, we are exhibiting a longing for better times, and a longing for the familiar. We cling to items or brands which remind us of the past because the past is familiar to us. The future is full of uncertainty, but by looking to these nostalgic brands, we are able to provide ourselves with a sense of security. The past, unlike the present and the future, is unchanging and familiar to us, and provides something stable to look to in times of uncertainty.

            The Bible has much to say on the subjects of uncertainty. As Christians, although our future is uncertain to us, we have the assurance that God has a plan for our lives. Jeremiah 29:11 states, “’For I know the plans I have for you,’ declares the Lord, ‘plans to prosper you and not to harm you, plans to give you hope and a future.’(NIV)” We know that our future is secure, and we do not have to look to the past for our security. Instead, we have the hope of an ever-present God who is able to provide our security when we are unsure about our future.

            The Bible also provides insight into what is perhaps the reason that we are drawn to nostalgic brands. According to the definition previously given, nostalgia is a longing for a return to the place where one is from. Perhaps the reason that we experience this longing is because we have not yet reached the place where we truly belong. This way of thinking agrees with the Christian worldview. Christians believe that we were created to live with God, and it is not until we reach heaven that we will finally experience true belonging. The words of Jesus reflect this truth, “If you belonged to the world, it would love you as its own. As it is, you do not belong to the world, but I have chosen you out of the world. That is why the world hates you. (John 15:19, NIV)”As Christians, we are called to live with our ultimate goal, heaven, in mind, and this is one of the reasons that we experience a longing for our true home.