In a recent article, the forecasting firm Mintel highlights the rise of “emotional marketing” in the world of consumer packaged goods (CPG). At a time when consumers expect more than just transactional value, brands are seeking to establish lasting emotional connections with their customers.
“Emotional marketing allows everyday products to become an integral part of consumers’ identity or lifestyle,” Mintel points out.
Value is no longer just about price
Traditionally, the value of a product was associated with its price or functionality. Now, expectations are changing. Trust and alignment with personal values are taking center stage.
According to Mintel, 47% of American consumers believe that emotional value is as important as quality or price in their purchasing decisions.
The growing role of emotion in purchasing
Beyond usage, consumers are looking for products that resonate with their beliefs or personal history.
The article highlights the importance of nostalgia, cultural celebration, and sustainability in brand strategies. “Gift purchases, for example, increasingly rely on brands’ ability to create a strong emotional connection,” observes Mintel.
When loyalty comes through experience
Loyalty is no longer built solely on discounts. Mintel highlights the transformation of loyalty programs, which must incorporate personalized and exclusive experiences. “Consumers want brands that offer them experiences, not just products,” notes the trend agency.
Sephora is cited as an example with its “Rouge Celebration Event”. The brand reserved four days of online and in-store events for its best customers, featuring …
