Your voice: Christmas nostalgia, Italian authenticity and the food environment

Sainsbury’s Christmas advert 2026 (1)

Nostalgia needs a reason at Christmas, authenticity is an asset worth protecting and young people want the government to act on the food environment, say our contributors

Familiar characters and storylines are worth bringing back at Christmas, but only with a good reason. Nostalgia is powerful because so much of what we enjoy about the season is rooted in memories of being a child. A returning character that adds nothing is just throwing money at something for the sake of it.

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