NLP has all the tools you need for effective nostalgia marketing

John F Keane, CWS Director & Communications Expert

In the ever-evolving landscape of marketing, understanding your audience’s emotional triggers is paramount. For many brands, Gen Z (those born roughly between 1997 and 2012) represents a unique challenge. They’re digital natives, socially conscious, and often sceptical of traditional advertising. But one surprising psychological key could unlock the doors to this elusive generation: nostalgia.

The Paradox of 80s Nostalgia for Gen Z

Gen Z didn’t live through the 1980s, yet studies suggest that over half of Zoomer males wish they had. So why this unexpected fondness for a decade of big hair, action movies, and analogue tech?

• Pop Culture Immersion: Movies, TV shows, music, and video games from the 80s have been consistently re-released, remade, and referenced throughout their lives. Think Stranger Things and retro gaming trends like Grand Theft Auto.
• Perceived Simplicity: In a hyper-connected and overwhelming world, the 80s can be romanticized as a era of well-defined social structures and a more ‘tangible’ reality.
• Aesthetic Appeal: The distinct visual and auditory aesthetics of the 80s (Sinclair computers, arcade graphics, analogue soundtracks) have inherent appeal to a generation trapped in a generic, post-Internet era.
• ‘Cool’ Factor: The 80s represent a period of unapologetic individuality, positive masculinity and a rebellious spirit that slakes the perennial youthful thirst for authenticity.

NLP: The Bridge to the Past

Neuro Linguistic Programming offers powerful tools to create emotional connections and influence perceptions. When applied to nostalgia marketing, NLP can anchor specific sensory experiences and emotional states to your brand. This holds true even if your audience did not directly experience the original era in question.

Here is how you might use NLP to leverage vicarious nostalgia or ‘anemoia’ in Gen Z males:

1. Sensory Language & Vivid Imagery (Visual & Auditory Anchoring):
   • Method: Use words that evoke the sights and sounds of the 80s, even if the product itself is modern. Focus on specific, evocative details rather than broad generalizations.
   • Examples:
     • ‘Lace up the synthwave sunset on your feet. Our new kicks pop with the electric hum of arcade nights.’
     • ‘Experience classic gaming,’ try: ‘Hear the 8-bit anthems as you conquer new worlds. It’s the golden age of gaming, remastered.’
2. Reframing & Presuppositions (Shifting Perception):
   • Method: Frame your product as a gateway to specific 80s feelings. Use language that presupposes the prospect’s intimate association with the era.
   • Examples:
     • ‘Remember when style was really bold? Our new jacket brings back that maverick confidence.’
     • ‘Rediscover the joy of driving, unburdened by digital clutter. This machine puts the pure thrill of the open road back in your hands.’
3. Future Pacing (Creating a Desired Future Experience):
   • Method: Anticipate the experience of using your product in terms that link back to a desired 80s feeling.
   • Examples:
     • ‘Imagine your day, streamlined and focused with old-school simplicity. Our smartwatch gives you the clarity of a classic era, empowering your hustle.’
     • ‘Step out with the swagger of a 1980s icon. Our grooming line ensures you’ll command the room.’
4. Emotional Language & State Elicitation (Triggering Feelings):
   • Method: Use words that directly evoke emotions associated with the idealized 80s: freedom, confidence, simplicity, grit, rebellion, authenticity.
   • Examples:
     • ‘Unleash your inner maverick.’
     • ‘Embrace the bold spirit of an analogue age.’
     • ‘Find your unfiltered truth.’
     • ‘Experience pure, uncut cool.’

The Nostalgic Takeaway?

Applying NLP to nostalgia marketing requires care and consideration. Effective nostalgia marketing works by building genuine affinity with the era in question, not mimicking its superficial signifiers.

By understanding the subtle power of NLP and the unique appeal of 80s nostalgia for Gen Z males, you can craft advertising copy that feels both fresh and timeless.

We hope this blog post helps you appreciate the importance of NLP in editing, marketing, advertising, and other applied writing. If you have any questions, please feel free to contact us.