Longevity Gains
Longevity Gains
Is Nostalgia Effective When Marketing to Older Consumers?

Is Nostalgia Effective When Marketing to Older Consumers?

The surprising truth about the so-called "bittersweet" emotion of nostalgia.

We see a lot of nostalgia in marketing and advertising, because it turns out it’s less “bittersweet” than most people think. It makes most people feel positive emotions.

And the same is true with consumers over the age of 50, with some surprising twists that are unique to older people. But we’re not trying to call up “those were the days” kind of messages.

Instead, we’re trying to bond with our audience of older consumers in a powerful way. And nostalgia can help make that happen.

But be careful. As you’ll hear, poor execution of nostalgic messages can backfire spectacularly, especially with older people.

Tune to hear:

  • A brief reflection on the nostalgia of the holiday season

  • Is nostalgia actually a “bittersweet” emotion?

  • How Brian uses nostalgia in past and current projects

  • What the research shows about how older consumers respond to nostalgia 

  • Advice on the types of messaging marketers should avoid when using nostalgia

  • The problem inherent in an advertising industry that skews young trying to relate to older consumers


Longevity Gains
Longevity Gains
Advice for marketers and entrepreneurs looking to succeed in the longevity economy. What's the opportunity? Older adults already generate more than half of all consumer spending, and will soon become the largest consumer segment of all. Grab our free ebook at longevitygains.com to understand why people over the age of 50 are the most lucrative market, now and into the future.