Asia leads in the “Sensory Stimulation” game: report

The trend is expanding in China, Hong Kong, and South Korea amongst others.

More consumers in Asia want to experience life to the fullest with non-intrusive digital enhancements that stimulate their senses, a new consumer research reported.  

In its Consumer Trends Report 2022: Rebound + Rebalance, Insites Consulting found that 8 in 10 Asians have a positive affiliation with the new trend, coined “Sensory Stimulation.” This is even more prevalent amongst the younger generation, it added.

The report also noted Asia scored above the global average in the “Sensory Stimulation” trend as it is categorised as “expanding” in China, Hong Kong, South Korea, Indonesia, Thailand, and Taiwan.

“With such a high score for the region, it is clear that this trend is really manifesting in Asian society. Brands should offer multi-sensorial features that make experiences more interesting, in a non-intrusive way,” Jen Liu, Managing Partner at Insite Consulting, said.

“Being closely linked to technology, it’s no surprise that Asia is ahead of the curve for this trend.”

The report summarized data gather from more than 15,000 consumers in 17 markets were surveyed in November 2021.

It also found that 8 out of 10 consumers in Asia want brands to provide support in self-improvement journeys.

The majority of Asian consumers, or 8 in 10, also expect new virtual spaces to forge a sense of belongingness; whilst the same number seek playful content, products, and experience to destress.

“Amidst the ongoing uncertainty, people have prioritised small moments of joy and living for today. Yet, as we enter a new year unsure of what’s to come, we search for stability by setting long-term goals,” Lily Charnock, Culture + Trends Director at InSites Consulting, said.

“It is this duality – balancing pleasure against purpose – that we all seek to fulfil to achieve happiness in 2022. The trends identified in this report are driven by a collective desire to satisfy this tension.”