Emotional marketing examples: Being heard is the new CX
Emotional marketing helps brands make real connections with customers that drive loyalty and sales. See how.
Americans aren’t as happy as they used to be, according to this year’s World Happiness Report. Political polarization and eroding trust in institutions has manifested as grievances and cultural volatility.
Our collective uncertainty and angst about the future could be why nostalgia marketing is having a moment. Nostalgia—whose Greek roots literally mean “homecoming” and “pain and ache” or homesickness—makes us sentimental about “the good old days.” We tend to idealize the past when we’re reminded of a happier time or place.
Experts at the American Psychological Association say nostalgia can improve one’s mood and even reduce stress. Nostalgia marketing works because it taps into emotions and triggers positive feelings.
When we’re happy, we want to share whatever is making us happy, which quantifies our happiness. That’s why nostalgia sells: 90s-themed logos, old toys re-released, and retro ads are raking it in by offering their target audiences and consumers an escape. Nostalgia marketing—done right—is a powerful tool for growing brand awareness, engagement, and customer loyalty.
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What is nostalgia marketing?
Nostalgia marketing is a tactic that strategically uses references to previous moments in time to activate people’s fond memories of those moments.Whether it’s a soda flavor they drank as a kid or a song they listened to on the radio as a teenager, nostalgia marketing uses references to customers’ pasts to inspire happy associations with the product they’re promoting in the present.
A prime example of nostalgia marketing is LEGO’s release of Seinfeld, Friends, and Star Wars-themed sets. With these sets, LEGO attracted fans who had grown up watching these shows and films, successfully positioning LEGO as a fun, therapeutic hobby for adults while simultaneously increasing year-over-year revenue in 2021 by 27%.
Consider these stats:
- 53% of people surveyed by GWI say they feel happy engaging with media from the past, while 40% say they feel comforted.
- 71% of U.S. consumers are inclined to buy from brands they associate with their childhoods, according to a recent UserTesting survey.
- A 2024 study found 52% of 12- to 29-year-old consumers prefer classic brands, while 81% of those young consumers also said they like it when brands bring back products and trends from their childhood.
But effective nostalgia marketing is all about execution and striking the right balance in order to resonate with audiences. Overdoing or forcing it can quickly turn off consumers.
Spark warm and fuzzy feelings with storytelling + cultural references
Before using nostalgia in their marketing, brands need to identify their target audience and their key values. A marketing campaign’s chosen era should align with the media habits, hobbies, and values of a brand’s intended audience.
Thoughtful storytelling around shared cultural moments– like bringing back a beloved cartoon character or referencing an old familiar slogan–encourages consumers to connect a brand to happy memories from their past.
Emotional authenticity is the crucial ingredient for triggering happy feelings through storytelling and cultural references.
Rather than recreating exact design aesthetics, focus on recreating the feeling consumers felt back then. By producing these emotions, you’re fostering a connection between their memories and your product, forging a nostalgic bond.
The best nostalgia marketing doesn’t look or sound outdated
Be careful when integrating nostalgic elements into your marketing because there’s a thin line between “retro” and irrelevant.
References that are too niche or don’t land with your intended audience may confuse consumers at best and, at worst, alienate them. Even when hearkening back to the past, your brand’s visuals, language, and tone should feel fresh, not outdated.
For example, the popularity of Pepsi’s 1990s logo (a circle with red, white, and blue stripes and its name) among consumers inspired its updated 2023 version, dovetailing nicely with a surge of 90s nostalgia prevalent at the time.
While resembling the old version, this design incorporated improvements including more vivid colors and a modern typeface. Consumers have generally reacted favorably to the rebrand, which included vintage packaging, ads showcasing past Pepsi icons, and limited-edition memorabilia.
Nostalgia marketing has to be modern in some way. While it can be used to boost engagement and loyalty, it shouldn’t make up your brand identity. Overusing nostalgic elements can make a brand feel stale or gimmicky. A vintage design or throwback tune can attract a new audience, but these elements should be paired with content that speaks to the cultural moment we’re in.
Nostalgia needs elements of the present to land successfully with customers. Without present-day touchstones giving it relevance, your brand’s marketing could feel dated.
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Zero in on iconic references that resonate with ALL generations
Nostalgic content isn’t just for older Gen X and millennial consumers. Gen Zers also respond to vintage aesthetics, despite the fact that they’re not old enough to “get” the reference. This phenomenon of feeling nostalgic for a time or era one has never experienced is known as an “imaginative past.”
One example is Gen Z’s attitude towards office attire. The term “corporate fetish” has been used to describe those who glamorize the idea of being at an office. It evokes watercooler conversations, getting dressed for work, and having an assigned desk, surrounded by professional colleagues.
As more and more employers now require workers to return to in-person work at the office, brands like Prada and Uniqlo are embracing corporate fetish fashion and publications like GQ are using office-themed design and imagery.
Imaginative nostalgia marketing creates an idealized or fantasized version of the past for younger generations who yearn for the charm and perceived authenticity of a past they know only through media. It’s a comforting escape that integrates gratifying elements of past experiences into the present.
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Use nostalgia to reinforce brand values and identity
Well-executed nostalgia marketing successfully ties the past to the present while signifying what your brand stands for. Referencing parts of your brand’s history over the years conveys long-term viability.
This resonance transcends mere product placement; it forges an emotional connection, transforming customers into brand ambassadors.
A cleverly crafted nostalgic campaign isn’t just selling a product; it’s offering a comforting familiarity, a shared memory in a world constantly demanding adaptation.
Taylor Swift’s re-recordings of albums such as 1989 and Red, along with her vintage aesthetic, demonstrate her skillful use of nostalgia. Bonus vault tracks, absent from the original album, are part of the re-recordings.
By doing this, Swift obtained the rights to her back catalog from the record label that claimed them in a controversial back and forth years ago. Re-releasing her music as “Taylor’s Version” allowed Swift to regain old fans and attract new listeners.
Retro vibes for modern times
The very best nostalgia marketing campaigns not only follow these guidelines, but use the past to meet a current moment.
In a culture shaped by constant change and plummeting confidence in the future, brands that effectively give consumers a nostalgic feeling won’t just survive—they’ll capture their hearts for loyalty that stands the test of time.