Episode 94: How brands can bring pleasure to consumers in tough times

Host Andrew McDougall and his guests explore themes of pleasure and escapism and the nuanced role brands play in boosting consumer happiness in 2022. The 24-hour news cycle, climate catastrophe and cost of living crisis (among others) make it more important than ever for consumers to find moments of joy, but how do brands strike a balance between instant gratification, anticipation and mental containment? In the food and drink space, the experts dissect the relationship between enjoyment and satisfaction, covering everything from validating hedonistic, guilty pleasures to an alternative theory about permissible indulgence. In the beauty industry, what does the future hold for multisensory products that trigger stimulating effects on the brain? Listen now to hear about the key motivations behind the desire for enjoyment and what brands can do in response to engage consumers. Learn more about Mintel's 2022 Global Consumer Trend 'Enjoyment Everywhere' by downloading the free thought piece today! https://www.mintel.com/global-consumer-trends. Learn more about Mintel Trends at mintel.com/mintel-trends. Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Andrew McDougall, Director, Mintel Beauty & Personal Care.Guests: Simon Moriarty, Director, Mintel Trends, EMEA.Alex Beckett, Director, Mintel Food & Drink.Ayisha Koyenikan, Associate Director, Mintel Food & Drink.

What this episode covers

Host Andrew McDougall and his guests explore themes of pleasure and escapism and the nuanced role brands play in boosting consumer happiness in 2022. The 24-hour news cycle, climate catastrophe and cost of living crisis (among others) make it more important than ever for consumers to find moments of joy, but how do brands strike a balance between instant gratification, anticipation and mental containment? In the food and drink space, the experts dissect the relationship between enjoyment and satisfaction, covering everything from validating hedonistic, guilty pleasures to an alternative theory about permissible indulgence. In the beauty industry, what does the future hold for multisensory products that trigger stimulating effects on the brain? Listen now to hear about the key motivations behind the desire for enjoyment and what brands can do in response to engage consumers. Learn more about Mintel's 2022 Global Consumer Trend 'Enjoyment Everywhere' by downloading the free thought piece today! https://www.mintel.com/global-consumer-trends. Learn more about Mintel Trends at mintel.com/mintel-trends. Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Andrew McDougall, Director, Mintel Beauty & Personal Care. Guests: Simon Moriarty, Director, Mintel Trends, EMEA. Alex Beckett, Director, Mintel Food & Drink. Ayisha Koyenikan, Associate Director, Mintel Food & Drink.

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This episode was published on May 25, 2022.

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