YouGov and The7Stars’ latest whitepaper – Nostalgia – Is it what it used to be? – establishes that the UK loves to look back on the past. And though we might associate nostalgia with a sepia-filtered, white-fenced vision of mid-century life, it turns out that the most fondly-remembered decade is one that’s well within living memory: the 1990s.

Nostalgia is a powerful force: new research from YouGov and The7Stars reveals that, by 55% to 28%, Brits would much rather travel to the past than the future. But which parts of the past are most fondly remembered?

YouGov’s latest whitepaper – Nostalgia: Is it what it used to be? – reveals that many of us are occasionally nostalgic, and almost half of Britons (47%) ‘quite often’ or ‘almost always’ reflect positively on the past.

The power of reminiscence in marketing.

Most Brits don't trust what they see on social media. But do they mind?

YouGov analysis of honesty and social media.

Contrary to what you may have heard, a lot of people are neutral on Marmite – many other things are much more divisive

How popular are the comedy group’s films and television shows in 2019, and who is the nation’s favourite Python?

The majority of Brits wouldn’t want to go to a concert fronted by a hologram rather than a live performer

Of all the dates listed in Swift’s latest song, a walk and a drink in Soho and high tea also proved popular with Londoners