In our continuing series here is Post # 2 from the DDM Congress in Brussels
The Psychological Appeal: "Guilty Pleasure" and Inspiration
Jozefien Piersoul (Research Expert, NIQ) shared fascinating insights at the Congress from the NIQ & BD Media Leaflet Study 2025, asking: Why are paper leaflets described as a "guilty pleasure"?
The study shows that consumers attribute strong positive associations to them, with 88% associating them with at least one positive aspect. Leaflets are seen as: Informative (74%), Inspiring (63%), and Relaxing (52%).
For 54% of Belgian shoppers, browsing is specifically tied to relaxation/inspiration. Consumers often describe setting aside time for this relaxing activity, sometimes with a cup of coffee.
