S04 Ep94
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?

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.

This episode stems from Mintel’s recent Big Conversation live event, available now for on-demand viewing:

Learn more about Mintel’s 2022 Global Consumer Trend ‘Enjoyment Everywhere’ by downloading the free thought piece.
Get up to speed on Mintel Trends by requesting a demo. And find out the latest insights, thinking and perspectives on consumers, markets, products and brands at the Mintel Blog.

Meet the Host
Andrew McDougall
Director, Mintel Beauty & Personal Care
Meet the Guests
Alex Beckett
Director, Mintel Food & Drink
Ayisha Koyenikan
Associate Director, Mintel Food & Drink
Simon Moriarty
Director, Mintel Trends, EMEA
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For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

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