Why does nostalgia work so well in marketing, and how can brands use it without feeling stuck in the past?

Our Data, Insights & Strategy team have created a new playbook exploring nostalgia as one of the most powerful emotional and strategic tools in modern marketing.

In the deck, the team unpack why nostalgia resonates so deeply, the different forms it can take, and how brands can use it to drive relevance, emotional connection, and real commercial value.

We explore:

• Why nostalgia acts as an emotional shortcut for audiences

• How it builds brand and IP affinity, distinctiveness, and action

• Key generational differences across Gen Z, Gen Y, and legacy audiences

• Where the “sweet spot” lies between personal memory and shared cultural experience

For marketers looking to connect past, present, and future in a meaningful way, this one’s for you. If you'd like to chat further about how we can help you incorporate nostalgia into your campaigns, get in touch at hello@substanceglobal.com.

Check out some sample slides below and download the full report here.