Wunderman Thompson Intelligence has this week released a new report detailing how ‘jaw drops’, ‘heart swells’ and ‘goosebumps’ are new brand metrics for the post-pandemic era.
The agency’s ‘Age of Re-Enchantment’ report has found that 65% of consumers now want to be ‘wowed’ by brands as a tumultuous last few years has left people looking for something extra in their commercial interactions.
Having surveyed over 3,000 adults from the UK, the US and China, Wunderman Thompson noted that over three-quarters of respondents said that “just want to feel something, to feel alive”.
Essentially, Wunderman Thompson’s report confirms a stronger desire than ever from consumers to be ‘transported’, with 61% of respondents saying that they want brands to make them feel intense emotions and 63% wanting brands to deliver ‘multi-sensory’ experiences.
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“Uncertain times might imply a shift to a more practical attitude, but instead people are yearning for emotion-inducing experiences that deliver feelings of joy and wonder, craving the spectacular, the surreal, and the otherworldly,” Wunderman Thompson Intelligence global director, Marie Stafford said.
“The new brand metrics are jaw drops, heart swells, and goosebumps. Brands can help people transcend tough times and jolt them from long-standing malaise by celebrating the thrilling, the uplifting, the awe-inspiring, and the magical. Welcome to the age of re-enchantment!”
It was also revealed that 61% of those surveyed feel that “companies and brands aren’t doing anything original”, with over half admitting to feeling “tired and burned out all the time” and more than two-thirds “agreeing that technology is making us “feel more detached from the real world.”
