Today, the last roll of Kodachrome film was developed into slides in Parsons, Kansas, at Dwayne’s Photo, the last store in the world to process the film. This story brings to mind the Season One Finale of Mad Men, the famous Carousel scene, when Don Draper speaks about how “technology is a glittering lure, but there is the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product… a deeper bond: nostalgia; it’s delicate, but potent… In Greek nostalgia means the pain from an old wound. It’s a twinge in your heart far more powerful than memory alone.” He then goes on to show images of his family taken with Kodachrome film.
In the months leading up to today, people flocked from all over the world to Dwayne’s Photo in Parsons, Kansas to get their film developed. This is the reverse of a story like the release of the iPad, or a new iPhone, because Kodachrome is nostalgia personified. Unlike the new smartphones, which will be outdated in a few years, Kodachrome managed to stick around for 75 years. Paul Simon wrote an unforgettable song about it. The nostalgia which Don Draper talks about is indeed potent. In fact, nostalgia is under-appreciated when it comes to marketing sustainability. While technology increases in leaps and bounds, it can overwhelm us; the simplicity which will be necessary to shift towards sustainability is channeled through nostalgia. Nostalgia is the long letters we used to write, the joy we used to find in our communities, and the pleasure of making things for ourselves. Nostalgia is the emotional key to our collective hearts. The folks who flocked to Parsons, Kansas certainly felt it.