Brand strategy: the future of multisensory marketing
As a coping strategy amid the polycrisis, consumers are seeking joy and laughter through the products and experiences they purchase. Creative multisensory marketing campaigns can play a key role in boosting this positive emotional state, and contribute to improving the mood of audiences.
In 2027, joy will not only be a way to rise above the stresses of the world, but also a strategic tool to reimagine the world as a more inspiring, inclusive and affirming place for all. Building on our previous forecasts of Awe for 2024, Imagination for 2025 and Glimmers for 2026, Strategic Joy will emerge in 2027 as the natural next step, as consumers and businesses embrace play in pursuit of self-discovery, connection, inspiration and inclusivity.
WGSN has been tracking joy as a critical consumer sentiment since 2020. In The Happiness Spectrum forecast, we highlighted how micro-moments of joy and bliss helped consumers deal with the grief, fear and uncertainty resulting from the global pandemic.
Gretchen Rubin, expert in human happiness, explains: “We’ve all been through some very tough years, and around the world, we’re short on happiness. We’re starved for experiences that make us smile and laugh, and brands can help.”
Read on to discover why joy is such a critical emotion to help consumers cope with their current reality, and we explore how leading brands are incorporating joy and humour into their advertising and product strategies to influence the rise of their customer loyalty, revenue growth and brand connection.
Rising consumer need: joy as a critical emotion
From hospitality to the food industry, companies are engineering products and services that can bring joyful moments to audiences.
In our Cost of Living: Consumer Emotional States report, we discussed how joy is a central spending focus among consumers during the cost of living crisis: a global WGSN survey found that 30% of respondents are spending more money on fun experiences such as vacations and restaurant visits, while some are prioritising self-care and activities that pertain to their emotional and mental wellbeing.
Sprout Social found that 57% of US consumers are more likely to increase their spend with a brand they feel connected to.
Why is multisensory marketing on the rise?
Globally, 65% of consumers want brands to ‘wow’ and excite them with out-of-the-box campaigns, and 49% are more likely to buy from brands that bring them a sense of joy (VML).
A 2024 study exploring the impact of sensory brand experiences on Chinese consumers found that five sensory cues have a big impact on brand experience, which contributes to brand attachment and customer satisfaction (Corporate Reputation Review).
Historically, marketers have relied on sight or sound to capture attention, but multisensory brand experiences are increasingly important, especially as the industry is expected to witness a further rise in sensory marketing over the next 25 years (Saïd Business School, University of Oxford).
Brands must produce marketing that ignites multiple senses to evoke awe, generate memorable experiences and foster a deeper relationship with consumers through sensory appeal.
What’s next in multisensory marketing?
In a digital-first world, real-life experiences that engage the senses are proving to be powerful tools for brands. In-person activations that deliver Glimmers - small, unexpected moments of happiness, like tactile packaging, interactive installations, or surprise-and-delight elements, will help consumers cope with stress and burnout.
IRL experiences that encourage play, surprise, and delight, such as Jacquemus’ surreal pop-ups or Coperni’s LAN party show, build a sense of togetherness and kinship. These examples of sensory marketing tap into nostalgia, humor, and cultural references, making consumers active participants in the brand’s story and fostering lasting emotional bonds.
Retail brand experiences are not only effective in increasing footfall and boosting consumer engagement and spending, but they also foster loyalty by creating memorable and meaningful connections.
Read our new flagship white paper, Future Consumer 2027: Emotions, where we reveal three key emotions set to influence consumer behaviour as we approach 2027, to help drive your brand’s long-term success and plan your next marketing strategy.