In a scenario of multiple crises, collective burnout and technological transformations, consumers will seek brands that understand their feelings and offer experiences aligned with their deepest emotions. This will be the main driver of consumption until 2027.
This is the main conclusion of the study “Consumer of the Future 2027: Emotions”, by WGSN, which mapped the central emotions that, in the coming years, will influence purchasing behavior and the way brands should position themselves to generate connection, innovation and growth. Three of them already stand out as essential: strategic joy, desire and skeptical optimism.
“In our new trend analysis, we provide a guide to understanding these core emotions and show you how to design the right products for your consumers by connecting with their thoughts, feelings and behaviors,” said Nik Dinning, WGSN’s Vice President of Marketing.
The report identifies six core emotions that will guide consumers in the future. Three of these stand out as essential – strategic joy, uneasiness and skeptical optimism – and provide a path forward for developing products, brand narratives and experiences across industries such as fashion, beauty, food and drink, home décor, sports and technology.
Strategic joy: playing with purpose
After years marked by stress, boredom and emotional overload, strategic joy will be, according to WGSN, an active and conscious response to these states. It is the combination of well-being and intention, where play becomes a tool for self-discovery, connection and inspiration.
This movement is already showing signs in consumer behavior, with the appreciation of lighter and more positive experiences, such as train trips or collective events that generate “emotional effervescence”. The report points out that humorous or fun brands already have a positive impact on consumer perception, and this effect tends to intensify until 2027.
The desire to disconnect
The second emotion highlighted is desire, a rejection of constant obligations and the fast pace of contemporary life. The concept, which is gaining strength after the collective burnout predicted for 2026, expresses the desire for fewer tasks, more time, meaningful relationships and self-care.
The trend is reflected in the digital world, with more people disconnecting from technology and adopting minimalism of notifications, and in retreats for personal reconnection. Generation Z, for example, has adopted songs like Vienna, by Billy Joel, as a soundtrack to slow down.
According to the study, desire will be a fundamental emotional mechanism to restore the balance between the self and the collective, and brands that respect this need will have more space in the lives of consumers.
Skeptical optimism: fascination with caution
In a scenario dominated by technological transformations and misinformation, skeptical optimism emerges as an ambiguous but powerful emotion. The consumer of 2027 will be torn between fascination with the possibilities of Artificial Intelligence and fear of its consequences, a situation intensified by media consumption segmented by class, age, geographic location or ideology, creating a mosaic of self-validating realities.
Content creators will play an even more vital role in constructing these realities, whether to mitigate or inflame doubts about the future. For brands, the responsibility of helping consumers interpret a world in flux will be essential for them to achieve wisdom, balance and confidence.
Image: Envato
*This text was translated by AI