The past four years have cemented uncertainty as the norm, making cautious spending the default consumer mindset. Inflationary pressures, cost-of-living concerns, and shifting priorities have driven a reassessment of where and how people spend their money.
Spending on essentials declined 3.1%, reflecting heightened consumer caution (Waitrose Food & Drink Report 2024-25). Meanwhile, 31% of consumers cite inflation as the biggest risk to their consumption habits over the next year, and 62% expect grocery spending to rise in the next six months due to the increasing price of essentials (PwC 2024 Voice of the Consumer Survey).
Yet, amid this caution, consumers remain full of contradictions. They want it all - indulgence, health, affordability, and premiumisation (Newstalgia branding in DTC). They are cutting back in some areas while justifying premium purchases in others, particularly in food, drink, and wellness.
The power of emotional connection
This tells us that emotion matters. As financial caution persists, consumers are seeking small, meaningful moments of joy - lightheartedness, connection, and experiences that provide an escape from the weight of daily life.
- 49% of global consumers are more likely to buy from brands that bring them joy while also aligning with their ethical values (WGSN Future Consumer 2026).
This highlights a key shift - joy isn’t just about indulgence, but also about feeling good about a purchase. Consumers are more thoughtful, looking for products that offer both emotional satisfaction and ethical reassurance.
Justifiable joy: The new consumer mindset
This is why we’re seeing a rise in justifiable joy - spending more on everyday essentials, but trading up for better quality, sustainability, and premium experiences.
- Consumers are willing to pay a 9.7% sustainability premium, even with cost-of-living concerns (PwC 2024 Voice of the Consumer Survey).
- In 68% of categories, products making ESG-related claims outperform those without them (McKinsey and NielsenIQ).
Conscious spending is no longer just an obligation - it’s a source of fulfilment. Consumers want it all - a purchase that feels indulgent yet responsible, practical yet premium. This explains why impulse purchases have dropped to just 18% (Euromonitor, Global 2025 Trends). More consumers are asking: Does this bring me joy?
From justifiable joy to little treat culture
Joy is also tied to small, accessible indulgences that feel both rewarding and justifiable. This aligns with the rise of little treat culture, where indulgence and comfort become part of a modern luxury mindset.
The global arts and crafts market is projected to grow to $74.5 billion (£55.9 billion) by 2031, up from $44.1 billion (£33.1 billion) in 2021, as consumers turn to creative outlets for relaxation and joy (WGSN Future Consumer 2026). Whether it's elevating daily rituals or making time for creativity, joy is increasingly tied to self-expression and emotional well-being.
What makes a joyful connection?
So what does this mean for brands? To unlock joy, a product or experience must satisfy three key emotional triggers:
1. Visual appeal
- Does it look and feel attractive?
- Am I proud to own or share it?
2. Ethics & sustainability
- Does it align with my values?
- Am I uplifted, not conflicted, by my choice?
3. Community
- Am I part of something meaningful?
- Does it create a shared sense of belonging?
Unlocking joy in consumer choice
In an overwhelming world, joy has currency. Brands that can weave emotional connection into their products, services, and experiences will command consumer loyalty and advocacy. Consumers may be more intentional about their spending, but those who deliver justifiable joy - whether through quality, ethics, or experience - will thrive.