Wunderman Thompson Intelligence presents "The Age of Re-enchantment," a global trends report unpacking how brands can help people transcend tough times by creating emotion-inducing experiences that deliver feelings of joy, wonder and even fear.
The Age of Re-enchantment
May 23, 2023
A new trend report exploring how brands can deliver on consumers’ yearning for re-enchantment.
Download "The Age of Re-enchantment"
It’s time to remake the world through the lens of re-enchantment, where the new brand metrics are jaw drops, heart swells and goosebumps. Whether numbed by pandemic isolation, burned out by grind culture, or shocked by the 21st-century horrors of politics, war, and climate crisis, people are feeling a sense of absence that is hard to neatly define. Brands can help them transcend these tough times and jolt them from long-standing malaise by celebrating the thrilling, the uplifting, the awe-inspiring, and the magical.
People have always enjoyed being transported but, crucially, there is now an appetite for brands to deliver this. In a global survey for Wunderman Thompson, almost twice as many people say they are likely to buy from brands that bring them a sense of joy (49%), or those that surprise and delight them (45%), than from brands that just do what they say they will (26%). Yet, few brands are tapping into this desire: 70% of people say they can’t remember the last time a brand did anything that excited them.
The report unpacks emerging consumer trends and shares key implications for brands and businesses. It builds on original research conducted with SONAR, Wunderman Thompson’s research consultancy, in China, the UK and the US, exclusive interviews with 20 experts, qualitative studies with Generation Z consumers from 17 countries, and more than 100 case studies.
Content exploring dark and dystopian themes is on the rise, offering people ways to process complex emotions.
Charles Howard Candler Professor of Psychology, Oxford College of Emory University
Advanced technology offers new opportunities to deeply immerse and engage people, tantalizing all of the senses.
Brands are racing to harness the vast and awe-inspiring potential of generative AI.
Brands and retailers are using the surreal, the dreamlike, and the wondrous to inspire, helping consumers find beauty in a chaotic world.
Torquil McIntosh and Simon Mitchell
Co-founders of the global design studio Sybarite
Survey findings include:
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want brands to help them feel intense emotions
At a Glance
of consumers want to feel part of something bigger than themselves
At a Glance
of people would like brands to wow them with spectacular advertising and marketing