Marketers Urged To Tap Weather-Driven Nostalgia This Holiday Season.

The cold and snow have returned in force to many parts of the U.S. and with the arrival of winter weather, experts say there is a way to leverage its impact to solidify holiday marketing.

The “Wired for Weather” study from The Weather Company and the neuro-analytics firm Neuro-Insight released in September shows predictable shift in the brain trigged by winter weather as the brain turns to what the researchers call the “enduring mindset.” It pushes the brain toward emotional engagement and imaginative thinking. Ali Gwin, Head of Product Marketing at The Weather Company, says it fuels deeper emotional processing and a stronger appetite for meaningful content and connection as consumers crave comfort, safety, and connection with friends and family. And that offers opportunities for advertisers.

“They’re also more sensitive and open to connections with brands that make them happier, remind them of fond memories, and help them connect with loved ones,” Gwin says. “This nostalgic, emotional state opens the door for brands to become part of the very magic that makes the winter holidays so special — and a powerful opportunity to introduce cold-weather marketing ideas that reflect how people actually feel.”

The Weather Company says that by leveraging holiday nostalgia holiday advertising, brands can strengthen their connections with consumers. Gwin points out in a blog post that ads matching the consumer’s emotion can be more effective, improving ROI by nearly 20%, according to the TWC Holiday Consumer Behavior Survey released last December.

That impact is even more pronounced during the winter holiday season. The survey shows more than half (53%) of people say cold, snowy weather during the holiday season makes them feel nostalgic. And 51% say the weather makes some of their holiday memories even stronger.

Key for advertisers is it also shows one in four people say holiday advertising that includes relevant weather feels more memorable and impactful.

It is not only older consumers either. The data shows even Gen Z is even more likely than the general population to connect winter or holiday weather with their enjoyment of the season.

Gwin says the data shows there are several ways to create a holiday advertising campaign that capitalizes on the winter season that resonates with consumers. She suggests campaigns “lead with heart” and let empathy guide the messaging. Instead of a hard sell, Gwin recommends ads create a narrative that makes a brand feel like a supportive companion during a difficult moment. “This is a time for storytelling that evokes feelings of safety and nostalgia, not urgency,” she says.

The holiday season is a busy and stressful time for many, so Gwin says a brand that provides helpful, actionable content in the moment to bring comfort and peace of mind will win the season. She also recommends they lean into nostalgia, with creative that evokes fond season memories.

When it comes to execution, Gwin suggests advertisers also use weather-targeting to match the moment. While it is a service that The Weather Company provides, she says using such media activation more broadly is scientifically proven to trigger the desire for warmth and connection that is featured in a well-prepared marketer’s creative.

“As the season changes, so does the brain,” Gwin says. “Winter makes us feel more, remember more, and connect more deeply – not just with people, but with the brands that understand us. The smartest winter marketing campaigns aren’t those that shout the loudest. They’re the ones that listen to the weather.”