From rising living costs and global uncertainty to the relentless pace of the 24-hour news cycle, consumers are navigating an increasingly overwhelming world.
According to Andrion van der Merwe, head of production at Penquin, this is fundamentally changing how people respond to brands, and those creating positive, meaningful experiences are emerging as the biggest winners.
Rather than relying solely on promotional messaging, Van der Merwe believes brands are increasingly recognising the value of creating moments that make people feel something.
“In an environment where consumers are constantly exposed to negative headlines, economic pressures and information overload, brands that create meaningful, optimistic experiences are earning greater attention and loyalty,” says Van der Merwe.
“The rise of feel-good marketing reflects a shift from simply telling stories to creating moments that audiences can genuinely connect with.”
Emotional connection
While purpose-led marketing has shaped the industry for several years, Van der Merwe believes audiences are now looking for something more tangible than purpose statements alone. They’re seeking experiences that create genuine emotional connection.
“People don’t remember every advertisement they see, but they do remember how a brand made them feel,” he explains. “Whether it’s an immersive live event, an unexpected act of generosity, an interactive activation or a campaign that brings communities together, these experiences create lasting emotional associations that traditional advertising often can’t achieve.”
This shift comes at a time when attention has become one of marketing’s most valuable commodities. With consumers exposed to thousands of brand messages every day, standing out increasingly depends on creating moments that feel authentic rather than interruptive.
“Consumers have become incredibly selective about what deserves their attention,” says Van der Merwe. “The brands that cut through aren’t necessarily the loudest, they’re the ones creating experiences people genuinely want to participate in, share and remember.”
Positive emotional outcomes
For production and experiential marketing teams, this evolution is reshaping how campaigns are conceived and executed.
“It’s no longer enough to simply produce an event or activation that looks impressive,” he says. “Every touchpoint needs to serve a bigger purpose. We have to ask ourselves how people will feel when they leave, what they’ll remember and whether they’ll want to tell someone else about the experience.”
Van der Merwe says some of the world’s most successful campaigns have one thing in common: they create positive emotional outcomes while remaining true to the brand behind them.
“Authenticity has never been more important,” he explains. “Audiences are incredibly good at recognising when positivity feels manufactured. Feel-good marketing only works when it’s grounded in genuine brand values and backed by meaningful action.”
He believes this approach is also transforming the role of live experiences. “As people spend more of their lives online, real-world experiences have become even more valuable,” says Van der Merwe.
“Events create something digital channels can’t fully replicate – shared moments, human connection and lasting memories. When those experiences are designed thoughtfully, they become incredibly powerful brand-building tools.”
Power of positivity
At Penquin, this philosophy is increasingly influencing how the agency approaches experiential marketing, production and brand storytelling, placing equal emphasis on strategic thinking and emotional impact.
“For production and eventing teams, this presents an opportunity to design experiences that don’t just communicate a brand message, but something which leaves audiences feeling inspired, empowered and emotionally connected, turning memorable moments into lasting brand affinity.”
Looking ahead, Van der Merwe believes the rise of feel-good marketing reflects a broader shift in consumer expectations.
“People aren’t simply looking to buy products or services anymore,” he concludes. “They’re looking for brands that add something positive to their lives, whether that’s joy, inspiration, connection or a sense of belonging.
“The brands that succeed won’t necessarily be the ones with the biggest budgets, but the ones that understand that every interaction is an opportunity to leave someone feeling better than before. As the marketing landscape continues to evolve, positivity is becoming a powerful business strategy.”
For more information, visit www.penquin.co.za.
