Many individuals may not fully appreciate the extent to which the world can be excessively noisy, bright, and sensorily aggressive. For most of us, visiting public spaces like grocery stores or restaurants is a routine experience.
While some people seek out intense sensory experiences, with loud music and vibrant lights, for others – such as parents of autistic children, seniors yearning for tranquility while engaging with their community, or anyone desiring a serene environment for daily tasks – the world can seem distinctly unwelcoming.
Recognizing this, an increasing number of retailers, including Walmart, and dining establishments like St-Hubert, are introducing sensory-friendly hours. Similarly, grocers like Sobeys are following suit. During these designated times, wall-mounted televisions display static images, the radio is silenced and lighting is subdued.
In marketing and entertainment, the value of calmness is frequently underestimated. This leaves many pondering where they might find environments that cater to their specific needs for comfort and tranquility. As a result, a growing number of people are actively seeking out less sensory-aggressive environments for their shopping and dining experiences.
The modern consumer landscape is characterized by a barrage of sensory input driven by companies’ relentless efforts to engage their customers. These businesses are adept at identifying, anticipating, and fulfilling customer needs, crafting highly immersive experiences.
For example, a grocery store might employ vibrant displays, enticing aromas, and interactive elements, while a restaurant meticulously curates its lighting, music, and décor to enhance the dining ambiance. Such strategies are designed to capture and retain customer attention, fostering a sense of belonging and satisfaction.
However, this intense engagement can lead to sensory overload. Customers can become overwhelmed by the abundance of stimuli – from colourful ads and background music to digital screens and promotional materials. Efforts to cater to every need and preference result in environments saturated with information and choices, complicating decision-making. While the goal is to make customers feel valued and connected, the sheer volume of sensory input can have the opposite effect, causing fatigue and decision paralysis. Consequently, the very strategies designed to build loyalty can inadvertently alienate some customers.
Therefore, many welcome a shift in the approach to sensory stimuli. In an era where instant information is the norm, businesses often flood customers with constant updates to stay competitive. However, this can backfire. A growing number of people are rejecting the notion that they must be constantly bombarded with information and sensory input. This growing preference highlights the importance of creating a more balanced and less overwhelming customer experience.
Efforts to make food retail and service more inclusive are commendable. Retailers and food service establishments that can adapt to these needs benefit. Diversifying the menu, such as adding plant-based options, is one approach in the food industry. Equally important is creating an environment conducive to a diverse range of sensory preferences.
In essence, calm and serenity in public spaces are underrated, but that is slowly changing. This evolution represents a significant step forward, and more businesses should consider adopting such practices where feasible.
Dr. Sylvain Charlebois is senior director of the agri-food analytics lab and a professor in food distribution and policy at Dalhousie University.
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