Episode Details

Scent marketing is a $1.5 billion global industry, projected to hit $5 billion by the early 2030s. Companies like ScentAir and AirQ install proprietary fragrance systems in over 50,000 locations worldwide — from Westin lobbies to Vegas casinos to luxury apartment buildings. But as this ambient infrastructure grows, so does the pushback. Nearly a third of American adults report health effects from scented products, and the legal framework for fragrance accommodation is virtually nonexistent in public spaces. This episode explores the science of olfactory branding, the regulatory gap that lets it flourish, and the quiet cultural shift toward fragrance-free spaces.