Premium used to be easy to spot. It was the thing that cost more, looked glossier, or came with a badge of status. But in 2025, thanks to the change in channels and consumer behaviour, the rules are constantly evolving.

Premium has become a feeling. And the best brands are not just commanding attention, they are creating connection.

Bain & Company reports that 74% of global consumers cite emotional reward as the main reason they opt for premium goods. That includes joy, reassurance, pride, identity, and nostalgia. In other words, they are not just buying things. They are buying how those things make them feel.

This shift has profound implications for the way premium is built and communicated.

It means brands can no longer rely solely on traditional signals like price, scarcity, or luxury aesthetics. Instead, they need to cultivate emotional value. That might come from storytelling, sensory quality, ethical sourcing, or even how a product fits into a consumer’s personal rhythm.

Take the rise of beautifully designed pantry staples, or the limited-edition drink that tells a story you want to be part of. Take the scent of a hotel lobby that stays with you longer than the thread count.

In all of these examples, premium is experienced, and not just purchased.

This feeling-first approach allows for a broader, more inclusive definition of quality. It invites consumers to define premium on their own terms, and it encourages brands to go deeper, not just higher.

For those in food, drink, and travel, this creates space for innovation. It also creates responsibility to connect, not just convince.

The most compelling brands today are not asking: “How do we look premium?” They are asking: “How do we feel premium — at every touchpoint?”

Because when you get the feeling right, the rest follows.