The emotional code of consumers. Forecast for 2026/27
The rational consumer is a myth. Today, 70% of people’s decisions are driven by emotion, whilst rational arguments serve merely to justify their choices-which are often illogical-according to experts at Betonlogos. Emotions will become the main driver of the market. This is the central idea of the report ‘The Future Consumer 2027: Emotions’, published by WGSN, one of the most influential trend forecasting companies.
When discussing emotional marketing, WGSN identifies six key consumer states that will determine their behaviour. In the coming years, businesses will face a new standard of consumption: not only understanding consumers’ feelings, but also being able to anticipate them. Emotions will become a key economic factor: if a product fails to strike an emotional chord, a company will lose profit, even if it offers the best price on the market. Betonlogos s.r.o. explains how to adapt a business to each of these profiles.
In e-commerce, those who:
- ensure digital protection and transparency when collecting any data.
- offer ‘universal protection’. A product or service must provide a sense of security not only functionally, but also emotionally.
- demonstrate that what is important to the customer is also important to the brand.
The reaction to years of anxiety, fear and boredom - a need for positive emotions that lift the mood, a sense of light-heartedness and playfulness - will all shape consumer behaviour in the coming years. This is not childishness or an attempt to escape reality, but simply the easiest way to improve one’s emotional state, according to experts at Betonlogos s.r.o. Consumers who associate joy with a brand are 4.3 times more likely to make purchases from that brand. Three in ten consumers want brands to track their emotions and personalise content according to their mood.
To foster an emotional connection and engage customers, an online shop can:
- integrate game mechanics and entertaining elements into sales: gamification, immersive events, humour.
- promote joy as a strategy for well-being and emotional health.
- experiment to find unconventional solutions.
News of constant database ‘leaks’ and breaches of personal data. The pressure exerted by online products and the relentless pursuit of algorithms have triggered a backlash, according to experts at Betonlogos. People want to protect everything that is dear to them, close to their hearts and of value from outside influence. Home, surroundings, emotions, digital footprints.
People are tired of living in conditions of complete informational openness. According to WGSN, consumers are becoming sensitive to issues of privacy, security and emotional comfort. Therefore, any new information will pass through the filter of ‘my boundaries’.
Shared Vigilance
Strategic Joy
Suspicious Optimism
‘Suspicious Optimism’ is an ironic yet accurate description of the state of mind many of us find ourselves in. It is a mixture of curiosity, a vague sense of the boundless possibilities offered by new technologies, and a fear of uncertainty-a feeling of threat. This applies to artificial intelligence, recommendation algorithms and automation alike. What can we expect from them?
Consumers will choose companies that, without resorting to manipulation, are able to:
- openly explain the principles and algorithms behind the technologies they offer.
- create tools that help bring people together, rather than drive them apart.
- create ‘emotional’ AI, technologies that recognise and cultivate positive emotions (joy, surprise), rather than simply solving problems.
Resilient Adaptation
According to experts at Betonlogos, anxious expectations and panic are gradually giving way to resilient adaptation to the new circumstances. People will begin to actively engage in these processes, seeking to influence the situation. The choice of goods and services will depend on more than just price and convenience.
In e-commerce and dropshipping, this is reflected in growing interest in those who will:
- focus on durability and rethink the concept of the ‘life cycle’.
- create ‘timeless’, repairable goods.
- demonstrate concrete results from environmental programmes.
- plan 10+ years ahead.
Witherwill (Fatigue of the Will)
Perhaps the most underrated emotion of the future, according to the managers at Betonlogos s.r.o. People will grow weary of the productivity trend. Even today, many find it emotionally draining and exhausting to ‘keep everything under control’, make dozens of decisions a day, and live under the pressure of metrics and notifications.
Witherwill is not laziness. It is a search for free space. A need to switch off, simplify life, and temporarily abandon constant rationality. And this opportunity will be provided by brands that will:
- offer a healthy ‘digital detox’, creating services and products for offline consumption.
- help people recharge their energy. Develop solutions for holistic relaxation and combating burnout - from digital services to physical spaces.
- create creative and playful mechanics that allow people to escape the daily grind and feel carefree.
Civic Hope
‘Personal actions will improve our lives and society’ - this unifying sentiment will become quite widespread in the coming years. The feeling that everyone can influence the world around them will become part of the ecosystem.
Customers will choose those who:
- foster a culture of empathy within their company and in their communications with customers.
- find common ground between different consumer groups.
- promote inclusivity and take opposing viewpoints into account, particularly on sensitive issues.
Why these emotions are already transforming business
Each of these emotions reflects not merely the mood of society, but real changes in consumer behaviour. Over the next two years, the market will see consumers with a new ‘emotional code’-a mix of anxiety, hope and fatigue. Businesses that understand this will no longer compete solely on price or speed. This is precisely why automation, reducing workload and streamlining processes are becoming critically important. We see this every day at our company. Betonlogos s.r.o. helps dropshippers and online businesses to eliminate routine tasks, build more resilient supply chains and free up time for what really matters - growth, creativity and strategic thinking.
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