“Even if you could capture the smells, sounds, tastes, and feel of a place, digitize them, and send them down a wire, you’d still never get near the sensation of ‘being there’. Why? Because we humans are not so dumb. Our minds and our bodies are one intelligence.” – JOHN THACKARA

Sensory and scent-marketing highlight how the sense of smell affects our everyday purchasing decisions. Accordingly, one expects an abundance of scented products in contemporary consumer culture. Yet, we can also witness an increasing awareness of multiple chemical sensitivities that might promote an opposite trend. This is the commercial context of a recent thesis submitted in the BBA International Program at Bern University of Applied Sciences by Jennifer Zwyer and supervised by Claus Noppeney: How prevalent is the sense of smell in today’s consumer culture? How prevalent are scented products on the shelf in supermarkets today? How openly is the olfactory status communicated to the consumer? Verbally? Visually?