Emotion is Money in 2027: Discover Why Future Consumers Spend More

Emotions are increasingly becoming a crucial factor in our shopping habits, shaping our choices, what we purchase, and the brands we choose to interact with.

Building Stronger Emotional Bonds Enhances Profitability

In recent times, the importance of emotional connections has surged in our society. For instance, Google searches for terms like “climate anxiety” or “eco-anxiety” have seen an increase of 4,590% between 2018 and 2023. Disney has also tapped into our emotional sphere with its successful release of Inside Out 2, where emotions are personified, bringing in $1.69bn worldwide. This underscores a significant chance for brands to tap into and satisfy the growing consumer need for more profound emotional engagements.

A study by the Harvard Business Review indicates that emotionally connected customers are 52% more valuable. They tend to buy more frequently and are more likely to recommend the brand. By tapping into these emotional undercurrents, your brand can mold how consumers perceive and interact with your products and experiences, thereby impacting their buying decisions and nurturing a deep affection for your brand.

Removing Uncertainty from Your Strategic Planning

Annually accessed by over 31,000 brand leaders, our flagship Future Consumer forecast outlines the predominant emotions that will dictate consumer attitudes and behaviors in the upcoming years. This year’s white paper highlights three of the six emotional trends we predict will drive consumer behavior in 2027, allowing brands to move away from speculative strategies and instead create offerings that genuinely resonate with consumer sentiments.

A Glimpse into 2027: Witherwill

Defined by John Koenig in the Dictionary of Obscure Sorrows, Witherwill denotes a yearning to escape responsibilities. It is forecasted to become a dominant emotional response and coping mechanism in 2027 as individuals face increasing pressures on various fronts.

This sentiment will emerge as a counter to widespread fatigue, with work and digital stressors leading to widespread burnout. As individuals seek a simpler, slower-paced life with fewer obligations, deeper connections, and reduced isolation, brands will find opportunities to provide the much-needed relief they seek.

Explore the complete forecast to learn about the other key emotions that will shape your future consumers’ behaviors.

Witherwill in Practice: Embracing the Power of Play

In times marked by loneliness and stress, consumers are turning to brands that can inject a sense of joy into their purchasing experience; according to a Criteo survey, 54% of global consumers desire to experience joy while shopping online.

Whether through digital or real-life campaigns, brands should harness ‘kid intelligence’ by adopting a child-like perspective to inspire fresh, creative ideas. This approach not only appeals to the growing ‘kidult’ demographic but also capitalizes on the powerful allure of nostalgia, which can prompt increased spending.

A global survey by LEGO reveals that 85% of parents view play as essential for nurturing a more inclusive worldview, reinforcing the notion that play is a fundamental human need across all ages.