Aerial photograph of a green field. PHOTO: UNSPLASH
What Overstory’s vegetation intelligence reveals about wildfire and outage risk.
Updated
November 27, 2025 3:26 PM
Aerial photograph of a green field. PHOTO: UNSPLASH
Managing vegetation around power lines has long been one of the biggest operational challenges for utilities. A single tree growing too close to electrical infrastructure can trigger outages or, in the worst cases, spark fires. With vast service territories, shifting weather patterns and limited visibility into changing landscape conditions, utilities often rely on inspections and broad wildfire-risk maps that provide only partial insight into where the most serious threats actually are.
Overstory, a company specializing in AI-powered vegetation intelligence, addresses this visibility gap with a platform that uses high-resolution satellite imagery and machine-learning models to interpret vegetation conditions in detail.Instead of assessing risk by region, terrain type or outdated maps, the system evaluates conditions tree by tree. This helps utilities identify precisely where hazards exist and which areas demand immediate intervention—critical in regions where small variations in vegetation density, fuel type or moisture levels can influence how quickly a spark might spread.
At the core of this technology is Overstory’s proprietary Fuel Detection Model, designed to identify vegetation most likely to ignite or accelerate wildfire spread. Unlike broad, publicly available fire-risk maps, the model analyzes the specific fuel conditions surrounding electrical infrastructure. By pinpointing exact locations where certain fuel types or densities create elevated risk, utilities can plan targeted wildfire-mitigation work rather than relying on sweeping, resource-heavy maintenance cycles.
This data-driven approach is reshaping how utilities structure vegetation-management programs. Having visibility into where risks are concentrated—and which trees or areas pose the highest threat—allows teams to prioritize work based on measurable evidence. For many utilities, this shift supports more efficient crew deployment, reduces unnecessary trims and builds clearer justification for preventive action. It also offers a path to strengthening grid reliability without expanding operational budgets.
Overstory’s recent US$43 million Series B funding round, led by Blume Equity with support from Energy Impact Partners and existing investors, reflects growing interest in AI tools that translate environmental data into actionable wildfire-prevention intelligence. The investment will support further development of Overstory’s risk models and help expand access to its vegetation-intelligence platform.
Yet the company’s focus remains consistent: giving utilities sharper, real-time visibility into the landscapes they manage. By converting satellite observations into clear and actionable insights, Overstory’s AI system provides a more informed foundation for decisions that impact grid safety and community resilience. In an environment where a single missed hazard can have far-reaching consequences, early and precise detection has become an essential tool for preventing wildfires before they start.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
November 27, 2025 3:26 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.