The Power of Scent in Business Meetings
When it comes to business events, every detail counts. From the choice of venue to the style of presentation, companies invest considerable effort to ensure their meetings are effective and memorable. One often overlooked element in this mix is the role of scent, which research into environmental psychology and sensory branding shows can significantly impact mood, memory, and even decision-making.
According to Andrew Budson, MD (professor of neurology at the Boston University Chobanian & Avedisian School of Medicine) “Smell can engender some of the strongest retrievals of memories in anyone of any age, including people with Alzheimer’s”. Christina Zelano PhD (Associate Professor, Neurology (Epilepsy/Clinical Neurophysiology at Northwestern University) commenting on a 2021 study said: “The study found the olfactory parts of the brain connect more strongly to the memory parts than other senses.”
The use of scent appears to be growing in popularity, particularly in industries where customer experience, branding, and emotional engagement are critical.
Using Olfactory Senses to Enhance Brand Experiences
Many marketers have used ambient scents to create associations with their brands and products:
- Maison Margiela’s Replica fragrance line is meant to evoke memories and emotions inspired by memory-triggering smells such as fireside, autumn, spring, and beach.
- Maison Margiela’s Replica fragrance line is meant to evoke memories and emotions inspired by memory-triggering smells such as fireside, autumn, spring, and beach.
- “Aroma billboards” employed by food service operators such as Starbucks and Panera Bread deliberately design their open space brewing and baking areas to disperse the aroma of their products.
- Hotel Scents are employed by numerous luxury hotel chains; Westin Hotels utilizes a scent called “White Tea,” to revitalize and energize guest W Hotels employs the scent “Citron No.5” to showcase their vibrant brand personality. The Ritz Carlton hotel chain has its own signature scent designed to evoke a sense of luxury and relaxation. JW Marriott’s signature scent is specifically designed to enhance the guest experience and create a memorable ambiance throughout their hotels. Abercrombie & Fitch has famously used signature scents (“Fierce” and “Elwood)” to attract people to their stores, as has Nike.
The Science of Scent
Scent is a powerful sense closely linked to memory and emotion. The olfactory system, responsible for our sense of smell, is directly connected to the limbic system in the brain, which controls emotions and memory. For example, When a fragrance was dispersed “through bedrooms of older adults for two hours every night for six months, memories skyrocketed. Participants in this study by University of California, Irvine neuroscientists reaped a 226% increase in cognitive capacity compared to the control group”. This connection means that scents can evoke strong emotional responses, improve cognitive capacity and influence our perception of an environment. In business settings, this means that carefully chosen scents can create a conducive atmosphere for meetings and interactions.
1. Enhancing Focus and Productivity
A well-chosen scent can enhance concentration and productivity. Scents such as peppermint and citrus are known for their stimulating properties. Peppermint, for example, has been shown to improve alertness and cognitive performance. Citrus scents, like lemon or orange, are invigorating and can help combat fatigue, making them a potential fit for long meetings or brainstorming sessions.
2. Creating a Positive Atmosphere
The ambiance of a meeting room plays a crucial role in setting the tone of the meeting. Pleasant and calming scents, such as lavender or eucalyptus, can create a relaxing environment that helps reduce stress and anxiety. This can be particularly beneficial in high-stakes meetings or negotiations, where a calm demeanor can lead to better outcomes. A well-chosen scent can transform a sterile conference room into a welcoming space, fostering a positive atmosphere that encourages open communication and collaboration.
3. Improving Memory and Retention
Scents can enhance memory retention, which is valuable in meetings and training sessions or workshops where retention of information is critical. Studies have shown that people are more likely to remember information associated with specific scents.
By incorporating a distinctive yet subtle scent in a meeting room, companies can create a unique sensory experience that helps participants recall key points from the meeting.
4. Influencing Perception and Decision-Making
Scent can also influence perception and decision-making processes. For example, the use of vanilla or sandalwood, known for their calming and comforting properties, can make a meeting space feel more inviting and secure. This can lead to more open discussions and a greater likelihood of reaching consensus. Conversely, energizing scents like rosemary or eucalyptus can invigorate participants and foster a dynamic decision-making environment.
Practical Considerations for Using Scents in Business Meetings
While there are benefits to using scent in business meetings, it is a delicate strategy that demands a thoughtful approach:
1. Subtlety is Key
The scent should be subtle to avoid overwhelming participants. Overpowering fragrances can be distracting and even irritating. Diffusers can provide a gentle, consistent aroma without being intrusive.
2. Consider Allergies and Sensitivities
Be mindful of participants’ potential allergies or sensitivities to scents. It’s wise to choose hypoallergenic options and to consult with attendees beforehand if possible. Additionally, offering a neutral alternative or ensuring that scents are faint can accommodate those who may be sensitive to fragrances.
3. Match the Scent to the Meeting’s Purpose
Tailor the scent to the nature of the meeting. For creative sessions, invigorating scents like citrus or peppermint can boost energy and innovation. For strategy meetings or negotiations, calming scents such as lavender or sandalwood might help create a more focused and relaxed environment.
4. Test and Evaluate
Before implementing a scent strategy for important meetings, test different options in advance to gauge their impact on the environment and participant reactions. Gathering feedback from attendees can help refine the approach and ensure that the chosen scent enhances rather than detracts from the meeting’s objectives. One hotel chain, for example, first tested scents in the offices of the management team. After initial reactions, it was deployed in employee spaces, and ultimately, it was released to guest environments. In other cases, businesses test scents in market research environments that enable gauging reactions and interpretations of its effects.
In the end, strategic use of scents is more than just a novel idea—it’s a practice rooted in science and psychology. While not yet ubiquitous, the use of scent is gaining interest in industries where creating a holistic, memorable experience is key. Companies looking to differentiate their meetings and create deeper emotional engagement are increasingly experimenting with scent as a subtle but impactful tool.
References
1. Original research: Guangyu Zhou, Jonas K. Olofsson, Mohamad Z. Koubeissi, Georgios Menelaou, Joshua Rosenow, Stephan U. Schuele, Pengfei Xu, Joel L. Voss, Gregory Lane, Christina Zelano. “Human Hippocampal Connectivity Is Stronger in Olfaction Than Other Sensory Systems.” Progress in Neurobiology First available online: February 25, 2021) DOI: 10.1016/j.pneurobio.2021.102027
2. Harvard Medicine: “Harnessing the Senses to Improve Memory Andrew Budson, MD ’93, explains how multisensory cues can shape and strengthen our recollections of the past”, Spring 2024 by Molly McDonough; https://magazine.hms.harvard.edu/articles/harnessing-senses-improve-memory
3. Tudum by Netflix “The Untold Story of Fierce, the ‘White Hot’ Fragrance That Defined Y2KAbercrombie & Fitch sells clothes, but it’s the brand’s iconic fragrance that mall-goers will always remember.” By Sable Yong April 19, 2022. https://www.netflix.com/tudum/articles/white-hot-abercrombie-fitch-fierce-fragrance-story
4. The Harvard Gazette: “What the nose knows. Experts discuss the science of smell and how scent, emotion, and memory are intertwined — and exploited”; by Colleen Walsh, Harvard Staff Writer; February 27, 2020; https://news.harvard.edu/gazette/story/2020/02/how-scent-emotion-and-memory-are-intertwined-and-exploited/
5. “Marketing 6.0, The Future is Immersive”; Philip Kotler, Hermawan Kartajaya, Iwan Setiawan; Copyright © 2024 by John Wiley & Sons, Inc
6. Harvard Business Review; “Inside the Invisible but Influential World of Scent Branding”; by Laurence Minsky, Colleen Fahey and Caroline Fabrigas; https://hbr.org/2018/04/inside-the-invisible-but-influential-world-of-scent-branding
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