It’s no secret that marketing in the real world is becoming increasingly popular among brands, with many campaigns either focused on or involving some kind of experiential element, and the latest IPA Bellwether statistics revealing brands increasing their spend on the discipline more than any other. A recent article in Campaign thrust experiential further into the spotlight, with research from trend watchers The Future Laboratory’s inaugural Global Futures Forum stating that 72% of millennials are spending more on experiences than physical things.
In line with this, the Future Lab concluded that the growing focus on creating real-world experiences will continue.
“There is going to be a rebalance of connectivity with a greater focus from brands on people’s feelings, emotions and moods,” explained the company’s chief executive Trevor Hardy. “They are analogue pursuits, and difficult to scale, but we will see a return to human connections.”
The trends seems to reflect the power of live experiences to remedy the sensory deprivation that many Millennials suffer from due to our digitally driven culture, where connecting via technology dominates over physical interaction.
Interestingly, while the conference focused on the challenges of the disruption, dislocation and underlying uncertainty of our age, the key message was that the individual rather than any given media platform remains the biggest driver of change in business. Creating the best experiences for their customers will set brands apart by building stronger bonds with the people who matter most.