Luxury jewellery sales will be driven by “influence through emotion” in 2018
Research shows that 70% of millennials are willing to spend more time and money with brands that support causes they care about
The ‘influential power of emotion’ will increasingly drive luxury jewellery sales in 2018, according to Positive Luxury in its 2018 Predictions Report.
Positive luxury, a company that partners with luxury retailers to promote sustainability, has released a report detailing their predictions for 2018 in which it states “influence through emotion” will be the concept to watch out for over the next 12 months.
The report said that in 2018, a luxury brand’s ability to spark an emotional connection with consumers, especially around the social and environmental factors that are increasingly important to them, will be imperative to successful growth.
The report links back to the findings of neuroscientist Professor Antonio Damasio’s discovery into decision-making. His research found that humans are, at times, rendered incapable of making even the simplest of decisions without the influence that comes to bear from emotion.
In the report Positive Luxury said: “Emotion in its purest form is the single most powerful and persuasive feature for a brand to capture and convey, yet it must be genuine.
“Today, audiences can either support or deconstruct communications, and have the power to voice their likes or dislikes easily online. So, if 2016 was the year when storytelling was the buzzword, and 2017 was dominated by the idea of truth, then influence through emotion will be ‘the’ concept to watch out for in 2018. To succeed, a brand must learn how to influence through emotion in an authentic and engaging way.”
This sentiment is reportedly especially relevant for millennials, a market that now represents $2.5 trillion in spending power. Positive Luxury adds that a successful brand must understand that these consumers are driven by emotional connection.
Recent research shows that 70% of millennials are willing to spend more time and money with brands that support causes they care about.
