IT IS THE PERFECT EXPERIENTIAL SPACE PARTNER
These new social spaces need to be seen as lucrative new channels for food and drink brands
"I want moments of discovery and delight that enhance my day, sharing exciting stories and spaces with others"
Shared Experiences has changed drastically in recent years, as instant connectivity and increasingly post-materialist values drive our desire and expectation for novelty and networks that create value.
In terms of novelty, new technologies are revolutionising 360 degree product experience, enhancing in and out of home experiences with digital tools that weren’t even close to mainstream a couple of years ago. And it’s easier than ever to share these novel experiences and encounters; we see the decline of static forms of sharing imagery in favour of the rise of storytelling culture.
Consumers around the world are grabbing the creative opportunity presented by Instagram and Snapchat stories – so much so that Instagram has its own TV channel via YouTube. Curating and virtually augmenting real life experiences for followers and friends has become an integral part of the experience itself. However sharing is not just about novelty and play, as consumers and new brands harness the power of growing networks of sharing for both peer review and activism, interacting in ways that add value to each others’ lives, without the involvement of large organisations and brands.
90%
of global consumers believe that prioritising experiences over material possessions is important in their personal life
Kantar Consulting Global Monitor 2018What's driving this trend?
Multipolar World
Growing economies and connectivity in certain markets is opening up new worlds of experience and excitement to new markets of consumers.
Growing Digital Connectivity
New pools of consumers get connected, Qatar has at least 2.3 million cell phones in a country of around 2 million people where 34% of consumers own a tablet.
Changing Life Stages and Household Structures
Globally, more millennials will be pursuing a variety of unique lifestyle paths and are deferring getting married.
“I am always looking for new experiences and sensations that will liven up my everyday activities”
(% agree)
“How likely are you to splurge on out-of-home leisure activities with family or friends?"
(% very/somewhat likely)
What does a successful business look like in 2025?
IT IS AN EXCITING CHARACTER IN A CONSUMER STORY, NOT THE STORY ITSELF
Creating a Story online is not only easy, but effective: one in five Stories generates a direct message from followers
IT USES VR/AR TO UNLOCK WORLDS AROUND THE BRAND
From first encounters in retail settings to virtual second life for packaging, and virtual loyalty programs, enabling brands with AR & VR taps into consumer desire for experience
