Pearl reviewed the recent trends from Mintel and here is our take.
Overall
Consumers want to take their mind off the everyday stressors, relief from the real world, and a break away from the mundane.
They are looking for delightful distractions to uplift their emotions, feel good moments.
Brands can play a role in this and find opportunities to find moments of connection.
Moments of Goodness
The last few years have been tough, economic uncertainty, political unrest, climate issues. The negative noise has taken a toll on consumers so they are looking for ways to lighten up their worlds.
Here comes Delightful Distractions – moments that evoke positive feelings. Heartwarming,
Exciting, playful. Sparking joy, releasing anxiety just for a few minutes.
Small choices, but looking for products and services that elicit those rewarding emotions. Entertainment and fashion play a big role here. Consumers want a temporary escape and some fun.
- 73% of consumers who struggle with stress and anxiety said these issues had a moderate or severe impact on their everyday lives
- 55% of consumers said they shopped in stores that created engaging experiences
- 29% of consumers would be comfortable with brands tracking their emotions and personalizing experiences to their moods.
Implications
Create delightful distractions for your consumers or customers. Focus on instant gratification and connection. Product or service delivery is part of that, also promotions, but also clear messaging designed to instill happiness. Opportunities to uplift your consumers or customers.
Want more insights, strategy and innovation? connect with us at pearl-strategy.ca or John at johnchan@pearl-strategy.ca
Source: Mintel Global Insights Report, 2024
