Connecting with the new experiential consumer

Room 2 | 3:15 pm - 3:45 pm | Wednesday, July 19, 2023

Nearly half of Americans now say that experiences are more important than possessions – and “enjoying life” has grown to become a core value among U.S. consumers. After three years of pandemic isolation and uncertainty, Americans seem ready to dive into experiential pleasures – but what exactly are they looking for? Which consumer groups are driving this renewed passion for indulgence – and how does it square with today’s inflation-driven focus on cost-cutting and bargain-hunting? Drawing on five decades of trend insights from GfK Consumer Life, this session will delve into the consumer moods, values and desires that underlie a surging “experiential economy,” in the U.S. and around the world. Across genders, generations, cultures and social classes, we will define this movement and reveal how brands can leverage it wisely.

Key takeaways:

1. How brands can leverage the experiential economy.
2. The differences between the generations with regards to the experiential economy.
3. Examples of brands that have successfully leveraged the experiential economy in their marketing.