【数字营销】每个品牌都在强调的“情绪价值”，到底是什么？

Core Insights - The article discusses the evolving consumer behavior of Generation Z, emphasizing the importance of "emotional value" in their purchasing decisions, which can lead to profitable business opportunities. Group 1: Emotional Value in Consumption - The concept of "emotional value" is becoming increasingly significant across various product categories, including collectibles and everyday items, as consumers seek deeper connections with their purchases [4]. - Consumers exhibit a duality in their spending habits, balancing rational choices with a willingness to pay premiums for items that resonate with their personal preferences, reflecting a regained sense of control over their consumption [5][8]. - The rise of "spiritual consumption" is noted, where young consumers use specific purchases to connect with like-minded individuals rather than to showcase success through expensive items [9]. Group 2: Consumer Behavior Trends - The report highlights that nearly 30% of young consumers engage in spending for emotional healing, indicating a preference for experiences and products that enhance their well-being [23]. - Nostalgia is identified as a powerful emotional driver, with trends showing a resurgence of interest in classic media and products, providing comfort during uncertain times [24]. - The article also points out the significance of "rituals" in consumer behavior, as young people seek small acts that provide a sense of security amidst societal pressures [19].