- Negative noise has taken a toll. Buyers seek to evoke daily feelings of positivity
- Over half of consumers said they shopped in stores that created engaging experiences
- Utilising dopamine dressing, creatively designed limited-edition merchandise and interactive brand experiences can attract consumers desiring escapism
- 33% of professionals said their company is exploring experimental store formats
LONDON, UK – 73% of consumers say anxiety has an impact on their life and they are turning to retail for small doses of happiness, according to a Euromonitor expert.
Ekaterina Tretyakova, Consultant at Euromonitor International, said that consumers look for entertainment or experiences that either excite them or serve as a temporary escape. This stems from such moments having the ability to counterbalance the daily hustle and bustle of life by injecting a sense of enjoyment.
“A perpetual crisis over the last few years marked by economic uncertainty, political unrest and climate disasters has brought a persistent sense of unease. This in turn has taken a toll on people’s mental wellbeing.
“As a result, individuals are actively seeking small actions that evoke positive, heartwarming emotions. Interactions which offer relief from worries, even for just a few minutes, are highly valued for their ability to elicit such rewarding emotions.
“Experiencing moments of delightful distractions can uplift emotions and create a lasting, feel-good impression, potentially fostering deeper long-term consumer connections,” explains Tretyakova.
33% of professionals say their company is exploring experimental store formats
Companies can take the opportunity to connect with their audiences through different forms of emotional marketing. Brands should focus on honing products and services to this cultural desire for optimism. Employing a blend of technology, brand storytelling and entertainment, in an authentic manner, can both engage and delight the audience, not only uplifting customer spirits but also staying true to brand personality.
Karolina Grigorijevaite, Senior Innovation Consultant at Euromonitor International said:
“Dopamine dressing, limited-edition merchandise, vibrant designs and bright colours are examples
which serve as a temporary escape while providing memorable impact for the consumer. More than half of consumers said they shopped in stores that created engaging experiences. Such interactive exposure can fully immerse the consumer in appealing to their desire for fantasy.
“Brands that tap into opportunities to sprinkle joy, from touchpoints to big campaigns, will forge strong connections with customers. Some 43% of professionals said their company used storytelling and compelling messages to communicate new or improved products to consumers. Either by
delivering instant gratification or forming deeper associations, this leads to positive feelings that become associated with the brand thus strengthening customer loyalty and creating meaningful impact.”
For further insights into Global Consumer Trends 2024 see report here.