EMOTIONOMICS

2025/26

CONSUMER INSIGHT

In today’s consumer landscape, where digital interactions and fast-paced trends often foster a sense of detachment, Emotionomics is redefining how brands connect with their audiences. More than ever, consumers are making choices based on emotional resonance rather than just practicality, utility, or price. This shift signifies a new economic model where sentimentality, nostalgia, and personal connection drive purchasing decisions. At the core of Emotionomics is the idea that products are no longer just items of convenience or status symbols—they are memory-evoking experiences. Consumers seek brands that align with their emotions, whether through nostalgic aesthetics, storytelling that speaks to their personal history, or highly customized, sentimental experiences. This is evident in the resurgence of vintage-inspired designs, limited-edition collectibles that spark nostalgia, and brand campaigns rooted in emotional storytelling. This emotional economy extends beyond physical products—brands that successfully tap into sentimentality and meaningful engagement are fostering deeper consumer loyalty. Personalization, heritage branding, and immersive storytelling are becoming crucial strategies for businesses looking to build lasting relationships with their customers. In the era of Emotionomics, emotional value holds equal, if not greater, weight than function and cost. Brands that understand and embrace this shift will thrive by creating experiences that resonate deeply, turning everyday transactions into meaningful emotional exchanges.

Emotionomics: The Rise of Sentiment-Driven Consumption

Consumer sentimentality emerges as a territory witnessing significant growth over last 12 months. Today's consumers find themselves increasingly attached to their personal belongings, now seen as treasured possessions, and are viewing their worlds through a deeply sentimental lens. Navigating through the rapid devaluation of material goods, consumers are increasingly turning to sentimentality as an anchor. This is a scenario in which the emotional durability of our possessions defines their true value, challenging the transient nature of modern consumerism.

The Data Behind 01Sentimental Inflation is a trend that strongly resonates with Gen Z and Millennial audiences. 02-This trend will be seen across many industries, with the top three in particular being Fashion & Accessories, Retail and Art & Design. 03-Concepts in consumer conversations range from sentimental value to meaning-making, reflecting a shift towards a more introspective and values-driven approach to consumption.

Sentimental Inflation:

Sentimental Value, Lasting Value, Meaning Making, Thoughtful Engagement

In the sheer volume of content and choices available, emotional engagement not only cuts through the noise but is also moving to the forefront of consumer expectations. For brands, this means that the value of a product or experience will increasingly be measured by its ability to evoke a profound emotional response, rather than by its exclusivity or aesthetic appeal alone. To respond to consumers' quest for deeper engagement, brands will need to ensure that every touchpoint is not just a transaction but also an opportunity for emotional payback.

Emotional Payback

“As a kid, there is the adventure of the everyday — there’s a feeling that anything could happen, no matter how fantastical. This is about the power of sincerity over strategy” - said Matthieu Blazy Bottega Veneta’s Creative Director in a press release related to his last show (Spring 2025). Guests were invited to have in animal bean bag chairs — elephants, whales, dogs, foxes and more and, accordingly to press comments, “everyone was grinning”.

Martine Rose took over the Selfridges Corner Shop with her debut collection for Clarks, as the brand’s first-ever guest creative director.  The Selfridges Corner Shop has been transformed into a set of 80s-inspired bedrooms, by set designer Polly Philp and is called “Coming Up Roses.” The idea is that people can lounge around on the beds after an exhausting day of shopping in the department store. Curating a world that her audience feels familiar in shows us one way Rose has forged a cult around her namesake label. 

Selfridges: Martine Rose x Clarks

As consumers seek more meaningful interactions with their purchases, their interest shifts from instant to long-lasting gratification making the emotional lifespan of products crucial. Moving beyond mere physical durability, emotional lifespan is defined by how long a product continues to evoke positive feelings, including joy, pride, and a sense of identity. To stay relevant and competitive, brands will need to ensure that their products not only last physically but continue to resonate emotionally with consumers over time.

Long-lasting Gratification

Louis Vuitton: Neverfull Inside Out

Seventeen years after its debut, Louis Vuitton has reinvented its iconic Neverfull bag with the new Neverfull Inside Out. Originally designed by Marc Jacobs in 2007, this tote has remained a staple among fashion enthusiasts and has recently gained popularity on TikTok, particularly with younger generations looking for their first luxury purchase. On the platform, younger generations, have been drawn to the versatility of this iconic model. TikTok became fertile ground for a viral idea: the bag’s supposed reversibility. Now officially reversible, this new version of the bag is carried by Sophie Turner, the brand’s ambassador, and features one side in the iconic Monogram canvas and another in grained or printed leather. 

Dyson On Trac Headphones

Dyson has launched its second series of headphones, the Ontrac, as part of an expansive new range of Dyson appliances. Apart from functionality and quality, which have always been at the core of the brand's focus, this time consumers are also offered unparalleled customizability. This translates into extra earcups and cushions available in a variety of colors, allowing for up to 2000 different color combinations. Jake Dyson comments on the current market, "I find it confusing to walk into an electronics store and see all these black headphones. We’ve always strived to take the function of a product and infuse it with intrigue and a touch of magic.”

Consumers continue to seek influence in their purchasing decisions, but the dynamic has evolved beyond mere exposure to standard influencer content. Today, they gravitate towards trusted insiders who curate and select items based not on price or brand prestige, but on the sensations, sentiments and atmosphere they evoke. Personal curation is becoming a go-to strategy to shift the shopping experience from transactional to emotionally significant, where consumers are no longer just purchasing items, but are buying into sensations and visions of themselves.

Personal Curation

Kacey Musgraves is a Canadian singer who has decided to create shoppable moodboards on Etsy ahead of her latest album, “Deep Well”. Moving beyond traditional music-related merchandise, she has selected artisanal items that emotionally and aesthetically link to her latest album. Musgraves put together a moodboard to give fans an idea of what to expect from the music of “Deeper Well” and teamed up with Etsy to make it shoppable. “I hope that through this moodboard my fans feel connected to me and my music in a real and intimate way,” said the singer.

Etsy x Kacey Musgraves

"The Edit, by Alexa Chung," the new collection designed by the British model and actress for Barbour. "I wanted to create pieces that were an immediate reflection of my wardrobe, my interests, and my current style, while remaining true to the fantastic archive of the brand." As the creative director of this collection, she ensured that each piece reflected her close connection with the brand. For this reason, she decided to name some of the collection items with names of her closest relatives or friends, highlighting very personal and curated character of this collaboration.

Barbour x Alexa Chung The Edit

01- To meet the growing consumer demand for sentimental engagement, it is crucial for brands to transform every consumer touchpoint into an opportunity for emotional connection, rather than a simple transaction. 02- Brands need to acknowledge consumers growing preference for products that offer long-lasting emotional gratification, not just through durability but through the ability to personalize and continually rejuvenate their belongings. 03- Consumers are no longer buying just items, but are buying into sensations and visions of themselves. Brands need to understand the emotional journeys of their customers and display and position their products not just as objects of desire, but as integral parts of larger lifestyle aspirations.

TREND APPLICATION

ART & DESIGN Design is shifting towards prioritizing emotional resonance, as the capacity of a product or experience to evoke strong emotional responses becomes more crucial than its exclusivity or aesthetic appeal. FASHION Focusing on the sentimental lifespan of products will be crucial to resonate with consumers who prioritize long-lasting gratification in their purchases. RETAIL Instead of merely showcasing products based on brand or price, both online and offline retail spaces should curate items around specific sensations, sentiments, and atmospheres.