Emotional marketing is no longer just a differentiation tool: it will become a structural necessity to connect with consumers in 2027. This is the central idea of the report “The Future Consumer 2027: Emotions”, published by WGSN, one of the most influential trend forecasting firms. In this study, the consultancy explains that the pandemic and the prolonged global polycrisis have turned emotion into the driving force behind all consumer behaviors.
According to Nik Dinning, VP of Marketing at WGSN, emotions not only define us as humans, but also act as a bridge between purchasing decisions and the experiences offered by brands. Therefore, understanding how consumers feel —and more importantly, how they want to feel— is essential to developing successful products, storytelling, and engagement strategies.
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What emotions will dominate emotional marketing in 2027?
WGSN identifies six key emotions for the future, three of which are revealed in this report: Strategic Joy, Escape Desire, and Skeptical Optimism. These emotions represent both the current emotional state and future aspirations of consumers, serving as pillars for innovation in products, experiences, and brand campaigns.
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How does strategic joy translate into marketing?
Strategic joy goes beyond entertainment. It is a response to accumulated stress, boredom, and emotional dysregulation caused by years of global uncertainty. In 2027, this emotion will manifest as a desire for experiences that inspire, connect, and reaffirm consumer identity.
WGSN argues that play will be key: not just as fun, but as a tool for self-discovery and well-being. Brands that incorporate playful dynamics, inspiring aesthetics, and inclusive messages will not only improve the emotional health of their consumers but also increase profitability.
For instance, six out of ten Australians and New Zealanders report feeling better about a company if it uses a playful or humorous tone. In a context where dissatisfied workers cost U.S. companies $1.9 trillion in lost productivity, fostering joy can be both a branding act and a business efficiency strategy.
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What does the escape desire represent in consumer culture?
The escape desire is the need to disconnect from hyper-productivity and excessive responsibilities. This emotion gains strength in a scenario marked by collective exhaustion and constant pressure. In terms of marketing, it means that consumers will value brands that help them “let go” — to disconnect, slow down, and breathe.
This phenomenon is expressed both physically and digitally. From spiritual retreats like Both Sides to movements like ping minimalism —which advocates removing unnecessary notifications—, the wellness culture is being redefined as a form of radical resistance. Even on TikTok, songs like Billy Joel’s Vienna are going viral again as anthems celebrating deceleration and self-acceptance.
Brands will need to facilitate this unlearning process and offer consumer experiences that promote self-care, authentic connection, and reduced sensory overload.
How does skeptical optimism influence our relationship with technology?
The third key emotion, skeptical optimism, reflects consumers’ ambivalence toward technological innovation, especially artificial intelligence (AI). On one hand, there’s fascination with its transformative potential. On the other, there’s fear of unforeseen consequences, digital polarization, and disinformation.
The study warns that the relationship with technology will become even more complex, and that content creators —and indirectly brands— will play a crucial role in shaping perceptions.
This means that emotional marketing must address the future with honesty, empathy, and critical reflection, rather than blind enthusiasm for innovation.
What can brands do today to prepare their strategies?
WGSN ends its report with three essential questions that every company should ask itself now:
- How can you integrate play and joy into your products and internal processes to improve the health and happiness of your clients and team?
- How can you lighten people’s emotional burden and help them live a more relaxed and less overloaded life?
- How can you build trust in technology and inspire genuine optimism in its use without resorting to empty promises?
These questions invite us to rethink marketing not only as a sales vehicle, but as a system that is sensitive to consumers’ emotional needs. From the design of an app to the scent of a physical store, every touchpoint should be an opportunity to connect with empathy.
What does this study imply for the future of emotional marketing?
WGSN’s study reveals that emotional marketing will no longer be just a trend, but a comprehensive system to understand and support the consumer. Joy, escape, and skepticism will be the keys to building human brands in uncertain times.
Companies that want to stay relevant will need to stop asking “what does my customer want to buy?” and start asking “how does my customer feel and how can I support their emotional journey?”
This shift is not merely aesthetic or narrative. It is structural. Because in 2027, selling will be synonymous with connecting. And in that world, only the brands that understand emotions as the new currency of the market will survive.
