Recently, Rachel Abugov, Senior Account Manager at Phase 5, attended the CMAcx event, which focused on innovation and where customer experience is headed next. While AI and emerging technology were part of the conversation—as they always seem to be right now—we found the most surprising and compelling theme wasn’t about speed or disruption.
It was about comfort.
More specifically, several speakers pointed to ‘nostalgia’ as a powerful force shaping the future of CX and innovation. And not nostalgia as a creative trend or retro aesthetic, but as an emotional signal; one that reflects how customers are responding to rapid change, complexity, and technological acceleration.
CX as a Growth Lever, Not a “Nice to Have”
The morning opened with a clear message: CX is no longer a supporting function; it’s a primary growth driver. Brands are increasingly treating experience as a core lever for loyalty, trust, and share.
Key takeaways included:
This set the stage for a deeper conversation about how brands should innovate, not just what they build.
Nostalgia as a Bridge to Innovation
One of the most talked-about panels at the event explored the role of nostalgia in driving innovation toward 2026. The idea resonated because it reframed innovation as something that doesn’t have to feel overwhelming or unfamiliar to succeed.
The insight was simple but powerful: When life and technology feel noisy, people look for signals of simplicity, stability, and familiarity.
Nostalgia, in this context, acts as a bridge that helps customers engage with new products, services, or technologies because they feel like a natural evolution rather than a sharp departure from what they already trust.
For both B2C and B2B brands, the implication is clear:
This aligns closely with how Phase 5 thinks about brand and CX measurement. To us, it’s not just about awareness or knowledge; it’s about the feelings and associations that come to mind in real moments that matter.
Empathy, AI, and the Next Chapter of CX
The final session brought the conversation back to AI, although this time through the lens of empathy. Rather than positioning AI as a replacement for people, the focus was on partnership.
Key ideas that stood out to us:
Predictive CX, as framed in this session, is less about reacting to who someone was and more about anticipating who they’re becoming. This is a shift that reinforces the need to understand emotion alongside behavior.
Why Nostalgia Resonates for Phase 5
While nostalgia may not always be labeled explicitly in research frameworks, the underlying idea is very familiar to us. Much of what we measure in brand health comes down to how people feel, what they trust, and what comes to mind in moments of choice.
As technology accelerates, this event was a helpful reminder that progress doesn’t always mean moving faster. Sometimes, it means helping customers feel grounded, understood, and confident enough to move forward with you.
And that’s as much a CX challenge as it is an opportunity.
Continue the Conversation with Us
If you’re thinking about how these shifts show up in your own CX, brand, or insight work,
or want to explore how Phase 5 helps organizations translate evolving customer needs
into clear, actionable strategies, we’d love to continue the conversation. Contact Phase 5 today to learn more.
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