The One Where Small Arts Organizations Nail Nostalgia Marketing
- Tanesha Ford
- Mar 12, 2025
- 4 min read
Updated: Jan 1
If there’s one thing Gen X loves, it’s nostalgia.
From Lisa Frank trapper keepers to blockbuster Friday nights, this is the generation that grew up watching Ross Geller yell, “PIVOT! PIVOT! PIVOOOT!” And honestly, if you’re not pivoting your marketing strategy toward them in 2025, you’re missing out on an audience with disposable income, a deep love for the arts, and a hunger for connection.
So, how do you market to Gen X without making them feel like they’re trapped in a poorly written reboot?
1. The One Where You Use Familiar Cultural References
🎶 I’ll be there for yooou… 🎶 because if you’re smart, your marketing will be there for Gen X in a way that feels familiar and comforting. Want to grab their attention? Tap into the music, pop culture, and design of the 70s, 80s, and early 90s.
A throwback concert featuring their favorite grunge or new wave bands? They’re in.
A film screening of “The Breakfast Club” in a cool outdoor setting? Sold.
A visual arts exhibit that screams Andy Warhol meets MTV circa 1987? Take my money.
Just don’t force-feed nostalgia (cough cough, we’re looking at you, all those terrible 90s fashion comebacks). Make it feel organic, like an old episode of Friends—not forced like when Joey put on all of Chandler’s clothes at once.
2. The One Where Events Are More Than Just Shows
Gen X isn’t here for just another performance—they want experiences. Give them something that transports them back in time while making it fresh and exciting:
✅ An 80s Dance Party – Complete with a cassette-tape DJ booth and a Stranger Things-style light show.
✅ A “Grunge & Gourmet” Event – Flannel shirts, 90s rock bands, and an elevated food and drink experience.
✅ Retro Art Nights – Paint, sip, and reminisce with guided sessions based on 80s or 90s album covers.
Why does this work? Because nostalgia is sensory. Music, visuals, and even smells (hello, mall food court cinnamon rolls) can instantly transport them back to a simpler, less chaotic time. And in 2025? That’s a gift.
3. The One Where You Appeal to Their Sense of Community
Let’s be real: 2025 is a mess. Politics, inflation, social media wars—it’s a lot. Gen X wants something real, meaningful, and non-toxic. And what’s more real than gathering in a space filled with art, music, and storytelling?
Offer VIP memberships, artist talks, and interactive experiences that let them feel like they’re part of something special.
Partner with local Gen X-owned businesses to create an experience that feels uniquely tailored to their world.
Host nostalgic networking nights—because let’s face it, nothing bonds people faster than debating the best “Friends” episode. (It’s “The One with the Embryos,” obviously.)
4. The One Where You Market to Their Families
Ross and Monica Geller’s parents were OBSESSED with Ross. But in reality, Gen X parents are all about including their kids. Many of them have Millennial and Gen Z children, so offer multigenerational events where they can share their nostalgia.
Classic Arcade Pop-Ups – Let them show their kids how gaming really started. (No, not everything needs to be a battle royale.)
Movie Nights Under the Stars – Where they can introduce their kids to Ferris Bueller, The Goonies, or Jurassic Park.
Parent vs. Teen Karaoke Battles – A night of 80s vs. 2000s showdowns.
Gen Xers love to bond over their past—and if their kids get a kick out of it too? Even better.
5. The One Where You Market Like a Real Human
You know that moment when Phoebe screams “MY EYES! MY EYES!” after catching Monica and Chandler together? That’s how Gen X feels about cringe-worthy marketing.
🚫 NO influencer-wannabe campaigns. They trust their friends, email newsletters, and online reviews more than a paid ad.
🚫 NO TikTok dances. Just… no.
🚫 NO fake nostalgia. If you’re throwing around “talk to the hand” or using a neon filter to look “retro,” Gen X is rolling their eyes harder than Chandler Bing in a bad meeting.
Instead, use real stories, humor, and honesty. They love witty, self-aware marketing that doesn’t try too hard. Think of it like a perfectly timed Friends joke—sharp, funny, and effortlessly engaging.
The One Where We Wrap It Up
Nostalgia marketing is your Joey Special (two pizzas!) when it comes to connecting with Gen X. If you do it right, they’ll feel like they’re walking into Central Perk, catching up with their favorite people, and reminiscing about the good old days—all while enjoying the best that your arts organization has to offer.
So, pivot, your strategy to reach Gen X where they live—in their memories, in their communities, and in their deep-rooted love for the arts.
Because let’s be honest—who wouldn’t want to relive the days when the biggest decision we had to make was VHS or DVD?
👉 Which nostalgic moment from the 80s or 90s would you love to see come back? Drop a comment below!
Tanesha Ford is a nonprofit marketing professional with nearly 15 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies that honor Afro and woman-centric values while driving real impact.
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