26/10/16

Focus on real world experiences to continue, says The Future Laboratory

Share

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.

Read the full Campaign article.

26/10/16

Sense-runs-KIND-experience

KIND launches summer of experiential to turn kindness into power

KIND launches summer of experiential to turn kindness into power

Read why...

Sense-L-R-Garrod-Adams-Obrien copy

Sense repositions leadership team for global expansion

Sense repositions leadership team for global expansion

Read why...

FirstVet-Dog-MoT-at-dogfest

FirstVet launches in UK with Free Dog MOT clinics at DogFest

FirstVet launches in UK with Free Dog MOT clinics at DogFest

Read why...

Ebay-Retail-Revivial-programme

eBay brings its Retail Revival programme to life in the UK

eBay brings its Retail Revival programme to life in the UK

Read why...

North-Face-pop-up-store

Pop-ups: How brands can turn one-night stands into long-term relationships

Pop-ups: How brands can turn one-night stands into long-term relationships

Read why...

Bahlsen-PiCKUP-snack-bars

Bahlsen appoints Sense for PiCKUP! experiential campaign

Bahlsen appoints Sense for PiCKUP! experiential campaign

Read why...

Sense expands team in the wake of key business wins

Sense expands team in the wake of key business wins

Read why...

Schwartzkopf-experience

Most consumers say brand experiences build trust

Most consumers say brand experiences build trust

Read why...

Growth in experiential marketing spend remains stable and positive among an industry in flux

Growth in experiential marketing spend remains stable and positive among an industry in flux

Read why...