Feeling Homey? How WGSN’s Future Consumer Emotions Will Shape Home Tech in 2027

Author: Carol Aquino

In a world increasingly defined by rapid change and ongoing crisis, emotions will emerge as the main driver for all consumer behaviour by 2027. WGSN’s flagship forecast, relied on by over 31,000 brand leaders every year, empowers brands to create the right products at the right time, two years in advance.

Emotions are a powerful tool that brands can harness to shape how customers react to a narrative, products and experiences, ultimately influencing their purchasing decisions and building brand love. WGSN’s flagship forecast, Future Consumer 2027: Emotions, identifies six key emotions that will shape all consumer behaviour in 2027. It provides a roadmap for brands to understand not just how consumers will feel in the years ahead, but how they want to feel, enabling more empathetic, future-proofing strategies.

In 2027, there will be a shift to emotionally resonant and human-centric technology. Brands that address these emotional drivers by prioritising trust, simplicity, connection and joy will be best positioned to meet evolving consumer needs and foster long-term loyalty.

Amid seismic technological change, Suspicious Optimism will be a default emotional state for many people in 2027. Consumers will seek out brands that not only deliver convenience and innovation but also demonstrate ethical practices, clear data policies and a commitment to user wellbeing, helping them find trust and balance in their tech interactions. For brands, this means that building trust, transparency and emotional intelligence into products and services will be essential to foster loyalty and establish themselves as trusted partners in consumers’ daily lives.

Another key emotion for 2027 is Witherwill. This reflects a widespread longing to escape overwhelming responsibilities and digital fatigue. Consumers will seek devices that simplify life, reduce digital noise and foster meaningful connections – think intuitive interfaces, “ping minimalism,” and features that support self-care and digital wellbeing. 

Strategic Joy will drive demand for products that spark delight, creativity and play, counteracting stress and boredom. Brands in the consumer electronics and home appliances space can stand out by designing playful, interactive and emotionally uplifting experiences, such as gamified appliances, joyful CMF (Colour, Material, Finish) choices and features that encourage family or community engagement. 

Together, these emotional drivers call for a new generation of home tech that is innovative, secure, restorative and joyful, helping consumers feel safe, connected and inspired in a complex world.

Carol Aquino,
Head of Consumer Tech, WGSN

“The current world climate is overwhelming consumers, who are looking for ways to have moments of joy in life. Tech can be used as a connector that unites us in our similarities rather than dividing us for our differences. Fortnite perfectly encapsulated this idea. When players using US singer Sabrina Carpenter’s skin began dancing instead of fighting, Fortnite built on that spontaneous and joyous moment by turning it into a full in-game contest, letting fans become part of Sabrina’s virtual performance. When brands design with strategic joy at the forefront, they can boost engagement and a sense of belonging.”

WGSN: A Look into the Future