As a coping strategy amid the polycrisis, consumers are seeking joy. Creative multisensory marketing campaigns can play a key role in boosting this positive emotional state, and contribute to improving the mood of audiences.

WGSN CEO Carla Buzasi speaks to Allyson Rees, Senior Consumer Lifestyle Strategist at WGSN, about the future of consumer behaviour, focusing on the trends and personas that will shape shopping experiences by 2027.

Create outstanding products that your consumers will want and need for years to come.