Page 13 - The Five Forces of Everything
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In 2016, a U.S. poll found that 78% of Millennials*

 It has been said that we’re reaching   would choose to spend money on experiences
 the end of the middle. Mainstream   over buying something material.
 players appear to be losing out to small
 insurgents  offering  something  new  and   *Observed by HARRIS POLL
 different. What’s causing this disruption?
 According to research undertaken by   Psychologists tell us that experiences,
 the University of Washington, daily use   such as vacations, concerts and meals
 of social  media  is  literally  changing  the   out bring more enduring happiness
 way our brains work. Constant online   than  material  purchases,  such  as
 stimulation is driving people to seek out   high-end clothing and electronic
 the same level of experience offline.
 In other words, we are literally being   We believe that people’s growing
 rewired to break with what we know.   preference for experiences presents
 For  the  most  powerful example  of   opportunities for brands to engage
 this phenomena, consider Millennials in China. Dependency upon   more of the human senses, to achieve
 social media is perhaps the highest in the world, and this has created   something altogether more profound.
 extreme levels of propensity to try new products and services.
 To achieve success, manufacturers must not only innovate fast, but   Right: ‘Suffocation’. A publishing narrative has sprung up
 frequently. Smaller, more agile, local brands are therefore gaining   dedicated to living with less stuff.
 momentum over international players.

 But the bigger players are fighting back.   Given that high
 Unilever’s Marmite  has  created  Crunchy
 Peanut  Butter  in  Europe and  Nestlé’s   value, emotionally
 Kit  Kat  has  launched  Chilli  Crab  in Asia.
 These launches  demonstrate  that  the   driven occasions are
 mainstream is starting to take more risks.   growing* it stands to reason that people want

 Social commentator David Brooks observes   something more meaningful from brands.
 that society is moving from self-effacement
 to self-promotion, presenting brands with   *Observed by KANTAR World Panel
 opportunities to support people’s need for
 ‘edgy relevance’ across  their social media   We believe brands have permission to push boundaries, be more
 networks. All of which favors the fantastic   adventurous and Be The Change. What will you do next?
 over the familiar.

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 FORCE #1                                            OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS
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