Joy story: Meeting the emotional needs of today’s consumers

Joy-seekers

For brands, joy is a powerful emotional connector – turning transactions into relationships and creating lasting impressions that drive trust, loyalty, and advocacy.

And while joy can sound ethereal – fluffy even – its outputs are anything but. Research has linked it with increased employee retention, as a key ingredient for a satisfied life, and as a vital way to protect against stress. And our own Brand Impact Index research into the shifting needs of consumers found that joy is a key part of the emotional value that consumers seek when assessing and ascribing value to brands.

To further understand how different generations experience joy, and how consumer brands can respond – we surveyed 5,000 nationally representative consumers across the UK and US, including 1,000 individuals from each generation (ranging from parents of Gen Alpha through to Gen Z, Millennials, Gen X, and Boomers).

We found that joy has become an antidote to a world of worries: 94 percent of respondents told us they are worried about social, political and economic uncertainty; and 82 percent are concerned about the level of uncertainty and instability in today’s society. Other worries include rising loneliness and disconnection, deteriorating mental health, and digital fatigue.

All of this means the pressure is on for brands to show-up in the right moments. So, how can brands deliver on the need for joy? Our research found five key drivers:

Always start with human needs

As the brand-consumer relationship continues to deepen, brands must understand much more than functional needs. Users’ motivations, aspirations, and desires are all fundamental inputs for brands seeking to succeed.

Consumers are increasingly rejecting the notion of choosing brands based on cost alone. Nearly half of the 7,000 citizens surveyed in our Index said they would pay more for brands that understand and respond to their needs.

One brand that understands this shift is Lego. It is the brand’s ability to build emotional connections that sets them apart. Look at its reaction to criticism about a lack of diversity in its product range. Instead of dismissing the feedback or hiding behind tradition, Lego listened – and acted. It adapted to consumer demand by introducing more inclusive products reflecting a broader spectrum of gender, ethnicity, and lifestyles.

Design for the senses, not just the screen

Joy is a sensory experience. Whether it’s the texture of packaging, the tone of a notification, or the scent of a product, sensory design creates emotional stickiness. In crowded categories, this is what makes a brand unforgettable.

In our study of 4,000 gamers across the UK and US, we found that even brand experiences heavily associated with screen-time have become more holistic: 63 percent of respondents told us they valued a healthy body over improving their gaming, and 66 percent added they favoured a ‘relaxing gameplay experience’.

The top-ranking brand in our Index, Rivian, has mastered the art of digital and physical delivery. On the one hand, a fully integrated cloud-based architecture and onboard computer support continuous improvements and updates over time, and a mobile-first diagnostics platform makes it easy for drivers to manage car maintenance, providing remote updates on vehicle condition. And yet the brand has ensured it retains the in-person experience through its Rivian Service Vans and physical service centres.

Embed meaning and purpose into every touchpoint

Joy is amplified when it aligns with meaning. Consumers – especially younger generations – gravitate toward brands that stand for something. Purpose shouldn’t live in a manifesto; it should be felt in the product, the experience, and the story your brand tells.

Consumers have told us they judge brands not just on what they sell, but on how they make them feel. To do this, brands need to experiment with personalisation beyond demographics, using psychographics and behavioural data to tailor messaging and product experiences. At PA, we harness AI and machine learning to build synthetic personas from real-world data, decoding consumer sentiment and preferences in real time.

For many consumers, memories are a powerful stimulant of joy. We worked with Photobox to modernise and future-proof their technology so they could offer customers more ways to create photo-based memories, such as with personalised products.

Treat joy like a relationship, not a one-off campaign

Think of joy as a series of meaningful moments that, together, form a lasting relationship. Brands that create space for joy in everyday interactions build deeper emotional connections. It’s not about a single campaign, but about showing up consistently, listening, and evolving with your audience.

Oura, the wearable health and wellness ring brand, has demonstrated its ability to adapt quickly to changing needs. Unlike some of the cumbersome wearables of the past, Oura has been fully designed and optimised to suit wearers’ lives. And the brand has a commitment to ongoing innovation. Their medical advisory board, including sleep scientists and health psychologists, has led to consistent and ongoing refinements around the data collected and the way insight is fed back to consumers.

Differentiate the demographics

While the behaviours above will all create closer consumer connections, brands must also meet different demographics’ differing drivers of joy. Gen Alpha’s desire for being creative and playing with friends in real life means that brands should be exploring ways to make them co-creators, not just consumers; and designing for real-world play.

Boomers’ primarily connect joy to their mental and physical health, and enjoying their independence, so brands should be designing for vitality, and seeking to reduce friction to give Boomers the gift of time.

For Gen X, joy is associated with freedom and good mental health. In response, brands need to simplify their lives and give them control; and support quiet joy rather than constant stimulation.

Gen Z respondents derive joy from hobbies, and from meaningful living. Brands should create platforms that allow Gen Z to share, learn, and grow; and they should be supporting ethical choices and purpose-driven outcomes.

Finally, Millennials associate joy with purposeful, distraction-free living. Brands should focus on meaningful, lasting engagement and create experiences that feel authentic and pressure-free.

Find out more

For consumers, our research shows that products and experiences relying on functionality or price are no longer enough. In uncertain times, they want to feel heard, in control, and experience moments of joy – emotional connections that go beyond transactions.

Brands that succeed will design bold products, services, and experiences that deliver on these emotional needs and create lasting relationships.

Our full research into joy further explores these opportunity spaces. Please reach out to us for a briefing of the insights.