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The utterly un-nostalgic person is probably a non-existent being. At both a personal and collective level, we explore how nostalgia is experienced and in demand during times of transition, disjuncture, conflict and uncertainty. This chapter explores the emotion of nostalgia and connects it specifically to the current corona pandemic – the challenges of lockdowns and social distancing measures on interaction, feelings of loneliness and a generalised sense of uncertainty and despair, and also a rise of nostalgia as a possible response to these challenges. The predominant view of nostalgia put forth in this chapter is that nostalgia has the capacity to provide a great deal of benefit (meaning, hope, direction and purpose) to individuals, groups, institutions and societies at large. Indeed, nostalgia can be a tranquil feeling in a fearful world. We relate nostalgia to studies and experiences from the pandemic period and speculate on how the so-called ‘corona crisis’ may impact feelings of nostalgia in the post-pandemic world – perhaps even a nostalgia and longing for the pandemic period itself.

If the corona pandemic has in fact sparked a new (or renewed) interest in nostalgia in contemporary society due to the corona pandemic, it may indeed prove to be a positive thing, particularly if it makes it easier for people to deal with current feelings of adversity and anxiety. We suggest the nostalgia mood that is generated and perpetuated by the continuing twists and turns of the corona pandemic may – in the short and long run – prove useful in coping with and giving meaning to the problems and perplexing circumstances of life, rather than being a regressive phenomenon. Perhaps, something good may, in the end, grow from something bad?

Pauline Boss is Professor, Department of Family Social Science, University of Minnesota; and a family therapist in private practice. Her research interests are in the area of family stress, specifically when there is ambiguous loss or boundary ambiguity in families. Her research has included various types of ambiguous loss ranging from loved ones physically missing after war or terrorism, to those psychologically missing due to Alzheimer’s disease or other chronic mental illnesses.Bertram J. Cohler is Professor, the Committee on Human Development, the College, and the Departments of Psychology and Psychiatry at the University of Chicago. His research interests include study of continuity and change across the course of adult lives, the family, narrative and writing the life story, social change and sexual identity, and the study of nostalgia in personal and popular memory.Frank Fincham is a Distinguished Professor and Director of Clinical Training at University at Buffalo. His interests include forgiveness, cognition in relationships, and the impact of interparental conflict on children.Karen Fingerman is Associate Professor and Berner Hanley University Scholar at Purdue University. Her research focuses on positive and negative emotions in relationships. Her work has examined mothers and daughters, grandparents and grandchildren, friends, acquaintances, and peripheral social ties.Elizabeth Hay is a Doctoral Student in Human Development and Family Studies at the Pennsylvania State University. She is interested in intergenerational relationships and how they contribute to health and well-being throughout adulthood.Lori Kaplan is an Assistant Professor of Neurology at the Rush Alzheimer’s Disease Center in Chicago, Illinois. Her research focuses on family systems and relationships across the life cycle. She has published articles on child custody arrangements after divorce, chronic illness and its effects on family relationships, and family caregiving to an elder with Alzheimer’s disease.David M. Klein is Associate Professor of Sociology and Director of Graduate Studies at the University of Notre Dame. His current research interests include intergenerational relations, romantic relationship formation, and the sociology of science with an emphasis on the development of theoretical and methodological perspectives in the family sciences.Frieder R. Lang is Professor of Human Development at Martin Luther University Halle-Wittenberg, Germany. His research interests are processes and mechanisms of the development of social and family ties over the life course, motivational psychology of human development and successful aging.Frank Lettke is Assistant Professor in the department of History and Sociology at the Universität Konstanz (Germany), Fachbereich Geschichte und Soziologie and directs the Research Center “Family and Society.” He is interested in intergenerational relations and the diversity of family forms. His current research focuses on family relationships in the context of inheritance.Dagmar Lorenz-Meyer is Assistant Professor of Gender Studies at Charles University, Prague, Czech Republic. Her research interests include institutional and practical arrangements of intergenerational relations, and gender equality in the enlargement process of the European Union.Kurt Lüscher, Ph.D., held a chair in Sociology at the Universität Konstanz (Germany), Fachbereich Geschichte und Soziologie until 2000, where he was also director of the research center on “Society and Family” (he is now professor emeritus). He has longstanding research interests in the family, the life course, and intergenerational relations. He has also worked extensively in the areas of socialization, child and family policy, and the relationship between family and the legal system.Greg Maio is a Reader in Psychology at Cardiff University. His research interests include attitudinal ambivalence, attitude change, relationships, and social values.Francesca Giorgia Paleari is Lecturer at Catholic University of Milano, Italy. Her research interests include family relationships, forgiving, and research methodology.Karl Pillemer is Professor of Human Development at Cornell University, where he also directs the Cornell Gerontology Research Institute. His research interests include the impact of life course transitions on family relationships, the causes and consequences of parent-child relationship quality, and the interaction between families and community institutions.Andrejs Plakans is Professor and Chair of the Department of History at Iowa State University, Ames, Iowa; and editor of The History of the Family: An International Quarterly (Elsevier). His research interests focus on post-1800 eastern Europe, and include historical demography, rural family structures, and kinship.Camillo Regalia is Professor of Social Psychology at Catholic University of Milano, Italy. His research interests include family relationships, self-efficacy beliefs and forgiving.Harry Segal is Senior Lecturer in the Departments of Psychology and Human Development at Cornell University, Ithaca, USA. His research interests include the clinical assessment of narrative, the implicit processes involved in the imagination, computational modeling of early experience, and the cognitive-affective aspects of transition from early to mid-childhood.

Purpose – Stemming from extant literature on consumer brand narratives and the rising quest for consumption authenticity, the chapter aims at merging these two streams of knowledge. How can brand authenticity be defined and narrated? To what extent do companies and consumers interact? What are the consequences for branding?

Methodology – The chapter is case-based, and illustrates the branding strategy of l’Occitane en Provence, a company producing toiletries with a strong Mediterranean rooting. Data were collected through multisited ethnographic fieldwork in Paris and Manosque, Haute Provence. Depth and short interviews with customers and managers of l’Occitane were complemented by extensive observation and secondary data. The comprehensive dataset was analyzed consistently with interpretive research tenets.

Findings – Data document (i) five dimensions of brand authenticity contextualized to l’Occitane Mediterranean brand; (ii) the different branding strategies made possible to companies by the varied combination of these five dimensions; and (iii) the distinct profiles of brand consumers according to the specific authentic narrative each of them is more receptive to.

Practical implications – Implications for authentic brand narratives are drawn. I argue that when companies adopt a narrative approach to branding they can establish a stronger dialogue with customers and defend their competitive advantage more effectively. Actually, each brand narrative cannot be easily imitated by competitors since its imitation would turn out as a fake, unauthentic tale for the market.

Originality of the chapter – The chapter contributes to the fields of branding and authenticity, by extending the notion and understanding of consumption authenticity to brands.

On March 9, 1998, the elected University of Illinois at Urbana Champaign (UIUC) Senate, the governing body of the campus elected from its faculty and students, voted 97 to 29 in favor of the resolution,The University Administration and Board of Trustees immediately retire Chief Illiniwek and discontinue licensing Native American Indian symbols as representations of the University.At that meeting, the voices of students and faculty were heard, a supporting petition signed by more than 700 faculty was presented to then Chancellor Michael Aiken, and data from 10 other institutions were presented and attested that those colleges and universities did not experience any diminution in gift-giving as a consequence of retiring their Indian mascots. It seemed the retirement of Chief Illiniwek and the end to the use of Native American imagery in the UIUC sports program would be imminent. No one, certainly not me, thought it would take another ten years before the mascotry ended. During that prolonged interim, I requested and was granted permission to speak to the University Board of Trustees during the mandated Open Intake session of their meetings. The following represents the texts of my messages, which by Board policy needed to be confined to 5 minutes, and which by practice were never responded to.

Purpose – The purpose of this article is to investigate consumption discourses in contexts characterized by multiple cultures and intercultural contacts, as multicultural contacts and multiple migrations challenge existing consumer acculturation models based on a dualistic process of acculturation. This chapter explores empirically the character of cultural reflexivity and its expression in consumers’ discourses. Given that nostalgia is one prominent dimension of the migration conceptualization, we seek to understand how the role of nostalgia changes in contexts where consumers are decreasingly territorially embedded agents.

Methodology – The study rests on in-depth analysis of migrant narratives from two research phases. While the first phase encompasses in-depth interviews, the second one combines interviews and observations to provide a depiction of intercultural contact within the micro cosmos of a multicultural apartment.

Findings – The findings of this chapter illustrate how migrants develop different nostalgic discourses, to either (re-)appropriate the Expatriate as defined by James (1999), or to appropriate global consumptionscapes through nostalgia for the routine.

Research implications – On the basis of these findings, the article discusses cultural reflexivity in terms of naturalization and cultivation narratives (Wilk, 1999), proposing shifts between reflexive and routinized consumption practices as basis for consumers’ cultural reflexivity.

Originality/value of chapter – The contribution of this chapter is firstly a contextualized and empirically grounded definition of cultural reflexivity. Secondly, it demonstrates that migrants’ consumption discourses revolve more around disruptions of routines than around acculturation processes. Thirdly, the chapter illustrates the use of nostalgia for emotional valorization of cultures beyond classical home cultural authenticity discourses.

Purpose – This chapter explores the significance of emotional exchanges between historians and their research participants in the production of critical histories of the late twentieth-century British women’s movement. It argues for the importance of exploring the ways in which positive emotions, including feelings of excitement, reverence and commonality, influence the research process and potentially complicate historians’ capacity to produce histories that critically assess popular narratives of the development of the women’s movement.

Methodology/Approach – This chapter draws on qualitative assessments of my own experiences carrying out oral history interviews with women’s movement members to explore the emotional exchanges that take place during the research process. It utilises several historiographical concepts, including being a ‘fan of feminism’, discussions about historical subjectivity and oral history debates about empathy, to reflect on my emotional responses whilst carrying out research.

Findings – This chapter demonstrates that positive emotional exchanges between historians and their research participants influence the production of critical histories of the women’s movement. It highlights how historians’ personal identifications with their areas of study impact on their emotional engagement with research participants, potentially complicating or contravening their wider historical aims.

Originality/Value – Several historians have explored how negative emotional exchanges with research participants influenced their production of critical histories of the women’s movement. By focusing on the influence of positive emotional exchanges, this chapter provides an original contribution to this area of reflexive discussion, as well as wider assessments of historical subjectivity and researcher empathy.

Family events have unique significance on children as well as long-lasting impacts on them during their adulthood. A review of conceptual and theoretical literature on the subject was conducted to identify underlying trends and best practices in engaging children in the events industry. Societies are in transition from industrialised societies into risk societies and are increasingly becoming eco-socialised. Family events are integral towards developing inclusive and integrated societies and in realising Sustainable Development Goal 16 (SDG 16). Childhood is always eco-socialised, i.e. socially, economically and ecologically integrated with other forms of life. To the extent that childhood nostalgia forms the basis for future sustainable events and tourism choices. Family events are, therefore, increasingly becoming fundamental towards developing sustainability discourse. This viewpoint chapter provides conceptual and theoretical perspective on the roles and impacts of childhood research in sustainability discourse.