10 Things to Avoid When Conducting Nostalgia Marketing

🚨 WARNING: Nostalgia marketing is a delicate art.

One wrong move and you end up with a cringe-worthy campaign (looking at you, Burger King’s weird “hot pink 80s” rebrand). If you don’t want your audience hitting you with a hard side-eye like Whitley Gilbert in an argument, avoid these mistakes at all costs.

1. Don’t Be a Try-Hard.

Gen X can smell a cash grab from a mile away. If your campaign screams, “We Googled ‘90s aesthetic’ and went from there,” it’s over before it even begins.

2. Avoid Overuse of Slang.

Listen, no one over 40 is saying “YOLO” unironically. (And if they are, they need a serious intervention.) Stick to references that feel natural, not forced.

3. Don’t Exclude Other Generations.

Yes, nostalgia works for Gen X, but Millennials love throwbacks, too. Blend old-school references with a modern twist so everyone can enjoy.

4. Avoid Lazy Stereotypes.

Not all Gen Xers are grunge-loving, flannel-wearing, disaffected slackers. (Okay, some of us are, but still—don’t be lazy with your messaging.)

5. Don’t Make It All About the Past.

🎶 It’s a different world… from where you come from! 🎶 Just like the Hillman College crew evolved over the seasons, so should your marketing. Blend nostalgia with a forward-thinking approach.

6. No More Cringe-Inducing “Throwback” Filters.

Throwing a random VHS glitch effect on your Instagram ad doesn’t count as nostalgia. Try again.

7. No Forced “Reunion” Stunts.

Bringing back random 90s celebrities for no reason is not a nostalgia campaign. (Unless it’s Jasmine Guy. Then we’re listening.)

8. Don’t Ignore Cultural Listening.

Gen X isn’t one monolithic audience—cultural nuances matter. What resonates with one group might not work for another. Pay attention.

9. No Lame “Limited Edition” Gimmicks.

Unless it’s actually exclusive (and not just a ploy), don’t bother. We’ve seen this trick before.

10. DON’T FORGET THE STORY.

Nostalgia marketing works best when it’s personal. It’s not just about throwing in old-school references—it’s about connecting those memories to something meaningful today.

Final Thought: Do It Right, or Don’t Do It At All (Ok, not really)

There are very few areas where I don't advocate risking a mistep vs not stepping at all. We learn our best lessons through our failures. This is just a reminder that you really want to make sure you are making the most informed first and second steps as possible. And then, look back often to make sure you're still on the right track.

If nostalgia marketing were a class at Hillman College, Gen X would be grading your final project. And trust me—you want an A.

🚀 Takeaway: Speak their language, respect their memories, and blend nostalgia with innovation. Do that, and they’ll show up for your brand—loyal, engaged, and ready to support.