The power of cold temps and warm memories in holiday advertising

With the arrival of winter, the air turns cold, the days grow short, and heavy clouds prepare for snowfall. Wardrobes change from light jackets to heavy coats and sweaters. But that’s not all that’s changing. A new consumer neuroscience research study from Neuro-Insight reveals there’s also a predictable shift in the brain ignited by winter weather. We call this the Enduring Mindset, and it’s a critical lever for brands running holiday advertising campaigns.

Far from being a time to go dark with the early setting sun, the winter season is a prime opportunity for empathetic winter marketing campaigns that build lasting trust and drive conversions.

What is the Enduring Mindset?

The Enduring Mindset – one of four weather-driven mindsets – is triggered by cold, snowy weather or a wintry, rainy storm. The emotional effect is so strong that many of us are noticeably, consciously aware of its impact on our well-being.

When people experience this mix of winter weather conditions, several key brain systems go into overdrive: Emotional engagement, global memory, and imaginative thinking become more active. This heightened state fuels deeper emotional processing and a stronger appetite for meaningful content and connection.

In this mindset, consumers crave comfort, safety, and connection with friends and family. 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. 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.

Nostalgia marketing and consumer behavior

By leveraging holiday nostalgia and the Enduring Mindset in your holiday advertising strategies, you can help strengthen the brand-consumer connection by increasing the relevance and resonance of your message. The power of consumer neuroscience in marketing is undeniable: Ads that match the emotion can be more effective, improving ROI by nearly 20%.¹

The impact of weather on nostalgia is particularly strong during the winter holidays:

• 53% of people say cold, snowy weather during the holiday season makes them feel nostalgic²
• 51% say the weather makes some of their holiday memories even stronger³
• 1 in 4 people say holiday advertising that includes relevant weather feels more memorable and impactful⁴

Key insight: Gen Z’s emotional connection to the holidays

Gen Z is even more likely than the general population to connect winter or holiday weather with their enjoyment of the season:

• 64% more likely to say it impacts their feelings of nostalgia or memories about the holidays⁵
• 65% say the weather makes some of their holiday memories even stronger⁶
• 62% say some of their happiest holiday memories are even better because of the weather⁷

As a result, 40% of Gen Z says holiday advertising that includes relevant weather feels more memorable.⁸ By understanding Gen Z’s profound emotional connection to winter weather, brands have a unique opportunity to build lasting relationships with this crucial audience.

Tactics to tap into the cold weather vibe

The Enduring Mindset is all about emotional sensitivity and desire for connection. What better way to create those connections than through heart-warming, holiday nostalgia? Meet consumers in the Enduring Mindset to drive:

• Brand affinity and loyalty
• Replenishment purchases for favorite products
• Repeated engagements

Here’s how to craft a holiday advertising campaign that resonates with consumers this winter season.

1. Lead with heart

Let empathy guide your messaging. Instead of a hard sell, create a narrative that makes your 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.

2. Help check off to-dos

With all the excitement comes a little stress. People’s focus shifts to holiday prep, shopping and caring for others. Your brand can become a trusted resource by providing helpful, actionable content in the moment to bring comfort and peace of mind.

3. Embrace nostalgia

Familiarity boosts affinity. Choose visuals that evoke fond family memories of the season. Use a warm color palette that offers comfort from the cold, gray outdoors.

4. Show Gen-Z lots of love

Young people’s emotional centers are especially active right now. Match the emotion of your messaging to their mindset with Weather Targeting to build loyalty with this critical segment.

5) Use Weather Targeting to match the moment

Go beyond the forecast; anticipate the mood across all of your digital media activations. Weather Targeting is a targeting layer that uses AI to put your brand in front of consumers when they’re most receptive. As the world’s most accurate forecaster,⁹ The Weather Company helps you go beyond the calendar dates to identify the precise weather conditions that are scientifically proven to trigger the desire for warmth and connection. It’s this industry-leading precision that can help reduce media waste in your holiday advertising campaign, so you can target mindsets throughout the season, not just dates on the calendar.

Turn a seasonal shift into a strategic advantage

As the season changes, so does the brain. 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.