Lego is built on emotion – and consumers love it

At a time when consumers are more sensitive, value-driven, and selective than ever, it’s no longer enough for brands to deliver a good product. They must also deliver a feeling. That's the key message from PA Consulting’s new Brand Impact Index 2025, which is based on responses from 7,000 consumers and 360 global executives.

The report shows clear generational differences in emotional attachment to brands. 57% of Gen Z and 54% of Millennials express optimism about the future, and this is reflected in their preferences.

They look for brands that offer not just products, but values, hope, and community. At the same time, 42% of Millennials feel disappointed with the status quo, making them especially receptive to brands that take a stand and act.

Younger generations expect honesty and inclusion. They prefer brands that listen, learn, and act, and that create experiences that feel meaningful. Efficiency is no longer enough. Empathy is essential.

The report documents a clear shift in consumer behaviour: from transaction to relationship; from price to feeling; from product to personality.

One brand that truly understands this shift is Lego. The Danish toy giant has long been known for quality and creativity, but today it’s their ability to build emotional connections that sets them apart.

A concrete example is Lego’s response to criticism about a lack of diversity in their product range. Instead of dismissing the feedback or hiding behind tradition, Lego chose to listen and act. They introduced more inclusive products reflecting a broader spectrum of gender, ethnicity, and life styles. This wasn’t just symbolic, it was a real adaptation to consumer values and expectations.

The ability to turn feedback into action is crucial at a time when consumers expect to be heard. According to the report, brands that actively listen and respond are far better positioned to build loyalty and trust. Lego’s example shows how open and honest dialogue with customers can strengthen relationships, and ultimately the brand’s position.

Emotion as a competitive advantage

The report introduces the concept of a “vibecession”, an emotional recession where moods and uncertainty influence consumer behaviour more than actual economic indicators.

In this context, brands that can create safety, hope, and connection become especially valuable. Lego’s ability to evoke joy, nostalgia, and togetherness among both children and adults makes them a textbook example of emotional branding.

Even in a digital age where AI and data play an increasing role, Lego manages to preserve the human element in their relationships. It’s not about automating the experience, but about using technology to understand and amplify the emotions that connect customers to the brand.

When Lego develops new products or digital experiences, they start with what creates joy, curiosity, and connection, and do not just focus on efficiency.

The Brand Impact Index 2025 shows that brands that build strong emotional connections also perform best financially. Consumers are nearly three times more likely to say they “love” the top-ranked brands and they’re willing to pay more for them.

Lego’s ability to combine creativity, responsibility, and emotional presence makes them not just a market leader but an emotional companion.

In 2025, it’s not enough to be efficient. You must also be empathetic. Lego shows how genuinely listening, having the courage to change, and a focus on community can build something that lasts, not just in plastic, but in people’s hearts.

Read the article in Danish Børsen.