2024.08.29 / View Point

Brand's New Five Senses: Capturing the Emotions of the Youth

 

 

In his book Brand Sense, American branding expert Martin Lindstrom introduced the theory of five-sense marketing: sight, sound, smell, taste, and touch. According to Lindstrom, brands should leverage the five human senses in their marketing strategies to build a differentiated brand advantage.

 

 

CR: Martin Lindstrom《Brand Sense》

 

 

With the rise of Gen Z consumers, traditional five-sense experiences are no longer enough to meet their needs. Today, brand messaging goes beyond sensory appeal, aligning more closely with the emotional values of younger audiences, who seek out good food, beautiful scenery, and entertainment, and place a high value on interactive experiences. To engage these younger consumers, marketing creativity must leverage a new "five senses" approach to capture their attention across diverse market segments.

 

Unlike the traditional five senses, the new sensory experiences focus on pursuing "spiritual values." Modern young people no longer live cautiously; they embrace occasional relaxation and even moments of letting go. As a result, they are beginning to seek higher-level experiences that fulfill deeper personal needs.

 

The New Five Senses of Brands That Young People Love:

 

 

01 Sense of Relaxation

A safe haven to escape from stress

 

 

For many young people, life feels like a whirlwind of nonstop activities, responsibilities, and pressures. Brands that create a sense of relaxation have become a refuge, offering a space where they can unwind and reconnect with themselves. By incorporating soothing colors, calming visuals, or encouraging messages to take a pause, these brands offer more than just a product or service—they provide a touch of tranquility in an otherwise hectic world.

 

 

 

 

It is important to note that some brands, in their interactions with consumers, overly focus on maintaining a high-end image. While this may appear stylish, it often comes across as superficial and lacks meaningful substance. To truly earn consumer trust and affection, brands must deeply understand the genuine needs of their audience and communicate their core values. By creating a relaxed and peaceful atmosphere, brands can effectively convey this sense of relaxation and build a lasting emotional connection with consumers.

 

For example, Headspace is an app that offers meditation and mindfulness practices to help users reduce stress and find inner peace. Through its simple, soft interface design and soothing voice guidance, Headspace creates a sense of relaxation, allowing users to find moments of calm in their fast-paced lives. This relaxed atmosphere has made it a refuge for young people seeking an escape from stress.

 

 

 

 

02 Authenticity

Embracing Realness

 

 

In the digital age, despite the widespread pursuit of perfection, young people have a growing desire for authenticity. They are more drawn to brands that openly showcase their true selves without pretense. Patagonia, for example, maintains transparent business practices and stays true to its environmental commitments, earning the trust and loyalty of the younger generation. By embracing authenticity and nature, Patagonia demonstrates its responsibility toward the environment, attracting young consumers who value genuineness and social responsibility. These brands don’t just follow trends; they lead by staying grounded in their roots, embracing their unique stories, and presenting themselves in an authentic, unpolished manner. By conveying the brand’s natural essence, they allow young people to feel a strong connection to local culture.

 

 

 

 

03 Presence

Leaving a Lasting Impression

 

 

Presence is not just about being seen; it’s about being deeply felt. Today's young consumers expect brands to do more than just offer products—they want brands to have a place in their lives and to express a clear stance. Ben & Jerry’s, an ice cream brand centered around social justice, has gained the trust of young people by supporting movements like climate change awareness and LGBTQ+ rights. By consistently speaking out on social issues, Ben & Jerry’s has not only enhanced its brand presence but also left a lasting impression in the lives of young consumers.

 

 

 

 

Whether it’s a brand’s commitment to sustainability or social justice, or its ongoing, meaningful interactions with its audience, these elements help build a strong sense of presence, making the brand a part of young people’s daily lives rather than a fleeting trend. To leave a lasting impression on young consumers, brands need to continuously reinforce their presence. They should keep updating their product offerings to stay visible in consumers' daily lives, thus encouraging repeat purchases. By continually innovating and iterating, brands can enhance their image, build closer connections with consumers, and create more touchpoints in their lives across brand, communication, and distribution channels.

 

 

04 Social Connection

Building Communities

 

 

In the digital environment, the definition of connection has been reshaped, giving brands a unique opportunity to foster these connections. The sense of social connection that brands provide has become an invaluable asset. Whether through creating online communities, encouraging user-generated content, or simply serving as a platform for sharing experiences, brands that prioritize social connections will play a significant role in the social lives of young people.

 

For example, each lululemon store serves as the heart of a community, attracting yoga and fitness enthusiasts to gather, interact, and exchange ideas, ultimately creating a more comprehensive sports lifestyle community. Through this approach, the brand not only fosters social resonance, allowing young people to feel a sense of belonging and identity, but also effectively leverages the rapid dissemination capabilities of social platforms, giving its brand and products a strong social character.

 

 

 

 

05 Atmosphere

Creating an Immersive Experience

 

 

Atmosphere is the sum of the sensory details that a brand integrates to create an unforgettable experience, whether it’s the feeling when entering a store, browsing a website, or opening packaging. For young people, atmosphere is crucial as it transforms an ordinary transaction into a memorable experience. Brands that master the art of creating immersive atmospheres ignite emotions by meticulously planning every detail. These brands don’t just gain customers; they gain loyal fans.

For example, GENTLEMONSTER uses unique scene design to immerse young people in the brand’s distinctive charm. Their stores are designed like art galleries, with each location having its own unique theme and displays. This not only provides a surreal shopping experience but also allows consumers to feel the allure of art while purchasing products. Such atmospheric creation helps the brand capture consumers' attention and leaves a lasting impression in t

 

 

 

 

The New Five Senses: A More Sensory Approach

 

 

Unlike traditional five senses, the new sensory experiences are centered around "spiritual values." They focus more on "emotions" than on the "product." Modern young people no longer live cautiously; they embrace the idea of occasional "lying flat" and "slacking off," seeking higher-level experiences to fulfill themselves.

 

 

Relaxation + Authenticity: Finding Moments of Peace in a Fast-Paced World

Brands that overly emphasize brand philosophy or product performance often fail to resonate with young people. The key to their lifestyle is seeking a relaxed, enjoyable experience, with concepts like "return to nature" and "low-key desires" becoming increasingly popular, especially in areas such as cosmetics, home living, and food. By combining relaxation and authenticity in brand marketing—without over-packaging, and conveying real stories—brands can build a closer connection with young people.

 

 

Relaxation + Presence: Leaving a Lasting, Unique Impression

 

Each day, people are exposed to thousands of brands, and brands need to establish a unique style that makes consumers think of their strengths and features in specific situations. While young people seek relaxation and stress relief, brands also need to maintain a strong presence to increase visibility. By creating environments that provide a relaxing experience and consistently reinforcing their presence, brands can leave a lasting impression in young consumers' minds.

 

 

Social Connection + Atmosphere: Finding Belonging and Recognition Through Interaction

Social interaction is an essential behavior for young people. They gain interaction and recognition through "sharing," and in doing so, find more like-minded individuals. As "visual creatures," high-aesthetic environments are more likely to attract them to check in and share on social media, seeking likes and recognition from their friends. Brand marketing can utilize carefully designed settings, music, lighting, and other elements to evoke emotions and atmosphere, making it easier for young people to engage and be immersed, which enhances their willingness to take photos and share their experiences.

 

 

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Conclusion

 

The "New Five Senses" is not just a marketing strategy; it’s a way to deeply understand and connect with the younger generation. As consumer behaviors continue to evolve and market competition intensifies, this concept provides guidance for future brand planning. The trend for future brands will focus more on emotional resonance and immersive experiences, emphasizing the establishment of deep connections with consumers, rather than just pushing products. By aligning with the needs and preferences of Generation Z, brands can create more personalized, diversified, and interactive experiences that naturally spread positive word-of-mouth, winning the favor of the younger generation and staying in tune with the times.