Psychological Triggers Driving Loyalty in 2025
Key Points
- Nostalgia Sells: Gen Z romanticizes the past. Brands use newspapers & retro aesthetics to create exclusivity & emotional connection.
- Sensory Marketing Works: Products that mimic food textures & scents trigger cravings, making non-edible items feel irresistible & desirable.
- Luxury Becomes Accessible: High-end brands open cafés, letting Gen Z “taste” prestige affordably, turning exclusivity into an experience.
Gen Z doesn’t buy products—they buy experiences, emotions, and stories.
This generation craves authenticity, nostalgia, and sensory experiences that make them feel something. They don’t just want to wear a brand; they want to live it.
Smart brands understand this and are adapting their marketing strategies to tap into three key psychological triggers that make Gen Z fall in love with a brand.
If you want your business to thrive in 2025 and beyond, you need to apply these strategies now. Let’s break them down.
The Nostalgia Factor: Newspapers & Retro Elements Are Back
Gen Z, the generation raised on smartphones, is falling in love with newspapers.
Sounds ironic, right? The same people who grew up glued to screens are now fascinated by the physical feel of a printed newspaper in brand campaigns. Why? Because nostalgia sells.
Why This Works
- Gen Z romanticizes the past—even the eras they never lived through.
- Traditional print journalism represents a slower, more intentional way of consuming content.
- Newspapers create a sense of exclusivity—a limited edition feel that’s missing in the digital age.
How Luxury Brands Are Using This Trend
Luxury and fashion brands have already tapped into this retro wave:
- Jacquemus, Loewe, H&M feature newspapers in their photoshoots, making them part of the brand’s storytelling.
- Newspapers add a layer of physical closeness, making campaigns feel more personal and real.
- They create a limited, collectible feel, much like vinyl records in music.
How You Can Apply This in Your Business
✅ Print limited-edition branded newspapers or magazines for exclusive product launches.
✅ Use newspaper aesthetics in digital ads and product packaging.
✅ Design campaigns that blend past and future, like retro visuals with modern storytelling.
The Edible Aesthetic: When Inedible Things Look Delicious
If you’ve ever seen a bag or a dress that made you feel like you could taste it—you’ve experienced this trend.
Brands are playing with sensory marketing, creating visuals that make you crave non-food items as if they were edible.
Why This Works
- It triggers the brain’s reward system, making you want to own the item.
- It plays on fantasy and escapism, creating an emotional connection.
- It creates a sense of Guilty Pleasure, making the purchase feel like an indulgence.
How Top Brands Are Doing It
- Jacquemus, Rhode, Marc Jacobs, Loewe, Skims—all design products that visually mimic food textures and colors.
- Perfumes are packaged like delicious desserts, skincare products resemble whipped cream, and accessories look like candy.
- This makes products feel more tangible and desirable in a world where digital dominates.
How You Can Apply This in Your Business
✅ Use food-like textures and colors in your branding (think creamy, glossy, or juicy aesthetics).
✅ Design products that visually evoke taste and smell, even if they aren’t edible.
✅ Play with ASMR-style content, where textures and movements create a sensory experience.
Luxury Brand Cafés: Tasting Prestige for the Price of a Latte
Gen Z might not afford a $3,000 bag, but they can afford a $15 luxury-branded coffee—and brands know it.
That’s why high-end fashion houses are opening cafés worldwide, offering Gen Z a way to experience luxury without spending thousands.
Why This Works
- It makes luxury accessible, even for customers who can’t afford the main product line.
- It turns a brand into a lifestyle, making people feel included.
- It taps into the experience economy, where people would rather spend on a memorable moment than just an object.
How High-End Brands Are Cashing In
- Prada Café, Louis Vuitton, Dior, Miu Miu—all launched their own branded coffee shops.
- They create an aspirational yet accessible experience, where customers feel part of the brand’s world.
- People who might never buy a designer handbag will still pay for a premium latte—and post about it on Instagram.
How You Can Apply This in Your Business
✅ Create low-cost, high-status products that let customers “buy into” your brand.
✅ Offer exclusive, experience-driven events that immerse customers in your brand.
✅ Use food and drink partnerships to make your brand more tangible and interactive.
What This Means for 2025 and Beyond
These trends aren’t just fads—they’re psychological strategies that create deep loyalty.
Gen Z doesn’t just buy products—they buy into emotions, experiences, and identity. If your brand can tap into nostalgia, sensory desire, and the experience economy, you’ll win their loyalty for years to come.
Ready to create content that truly connects with Gen Z?
I’ve broken down the exact steps to get your brand into their world—and for now, it’s priced just as affordably as Gen Z expects.
