The State of Awe: Consumers Search for Everyday Astonishments
Published 17 July 2023
Globally, 68% of consumers like spending time in imagination-stimulating locations and 61% want brands to evoke intense emotions (Wunderman Thompson, 2023). Consumers are seeking joy and fun (a theme we’ve tracked since 2021), and pursuing moments of astonishment to find beauty in difficult times. We provide cues for brands to engage with awe.
The State of Awe: Consumers Search for Everyday Astonishments
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