Consumer Trends 2025 - Emotional Shopping

Life is not easy. We survived the pandemic, yet the fear and anxiety still lingers. The recession and cost-of-living crisis is still raking havoc on our hearts and minds. The political situation is not only damn right scary, but is also dividing people. 

To manage this unprecedented amount and intensity of negative emotions, people need various coping mechanisms. For some indulgence is numbing the feelings. For others facing the issues head on is what helps them survive through the day. Yet for others escapism is the best therapy. 

We live in unusually challenging times and our mental health is suffering. People need a way to even for a moment forget all the hardship and feel the childlike joy, laugh until their bellies hurt or simply stop in their tracks and empty their minds, because something positively surprised them. 

No, we can’t fix all of their problems, but we can give them moments where the future looks a little more rosy, when for a minute their plans seem easier to reach or when they come back to that magical belief that kids have in ample supply. 

Brands that accentuate product benefits that improve mental health, spiritual wellbeing or have therapeutic properties will be valued higher and more likely to be purchased. Marketing and advertising campaigns, content, experiential activations and retail design that deliver joy, laughter or surprise will not only grab immediate attention, but will also benefit from higher engagement, memorability and word-of-mouth. 

Are you ready to make people feel good about life? 

Not sure how to embed joy, humour or surprise into your brand strategy, marketing or retail experience? Talk to us now. 

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