Five trends according to Diageo

Neo-Hedonism

This trend is about redefining luxury, away from expensive goods and towards memorable experiences. Consumers are re-evaluating their relationship with luxury and status and find in Neo-Hedonism democratised forms of indulgence. After the pandemic, they redefine indulgence and find extraordinary moments in daily life. Neo-Hedonism infuses the everyday with sensorial delights: a culinary masterpiece, basking in the beauty of nature, or connecting with loved ones in innovative spaces. Brands can play a role there, offering those experiences, creating alternative social spaces for consumers to socialise in dynamic venues, shaping memorable experiences, nurturing an environment that fosters connections. This also means indulgence for all: that consumers want inclusive and frequent indulgences, making once-exclusive experiences available to a broader audience.

For events? Well, quite obvious, no? This makes events the star of the moment, with brands offering these special moments of simple yet delicious daily pleasures and moments of enjoyment.

Betterment brands

We want to consume… but not feel guilty in a world which is burning. Consumers are increasingly eco-conscious and seek to align their purchasing decisions with their values, so they want businesses that embrace sustainability and responsibility, offering guilt-free consumption. Consequences for brands are to go towards net zero in their supply chain, but also supporting local businesses and tackling key social inequality.

For events? Events are the perfect way to materialise this social and environmental dimensions of brands, make them very real and tangible (and more emotional). But also, just like consumers want guilt-free consumption, they will want guilt-free events. So events now should both be guilt-free in the way they are produced (avoid plastic, avoid food excess, etc.) and include moments of solidarity or environmental action.

Conscious wellbeing

Consumers are under much stress and place greater emphasis on their physical… but also psychological, emotional, sexual, social, and financial wellbeing. Moments of relaxation have become treasures. People are seeking not just moments of happiness, but contentment and fulfilment in their daily lives. The consequences are for instance at-home and near-home “sanctuaries” where consumers can retreat, self-care, and experience without the aggressive outside world, find products with nutritional benefits but also good for mental well-being. They look for occasions to savour moments at a slower pace and moments of disconnection. They embrace self-care and self-love, acknowledging the importance of physical, emotional, and mental health.

For events? Be aware that your delegates want to take care of themselves and find the world a stressful place. Offer moments of tech disconnection, wellbeing activities (ahhh that morning run or yoga workshop…), maximise free time in your events, and serve healthy food.

Expanding Reality

With new digital connectivity, our daily interactions span the digital and physical worlds seamlessly. Technologies like VR, AR, MR are revolutionising how we perceive and interact with reality. Welcome to a ‘phygital’ space, with online connections (almost) as authentic as in-person interactions. This includes AI-enabled relationships, IOT, devices, chatbots, and AI. It also includes digitalising the physical world so consumers enjoy products, services, and events (digital concerts, merchandise and even worlds). Digital shopping is also transformed, with consumers on the lookout for personalised, immersive, product showcases that mimic in-store shopping. Consumers will finally look to customise brands and products.

For events? It is still early to say, in our opinion. While the phygital evolution of society leaves no doubt, the fiasco of the metaverse makes it still early to say this trend will be very successful short term. Definitely big tech is betting on that, but physical experiences still seem to have some value…

Collective belonging

In a tense and often aggressive social context, consumers seek real world and virtual spaces that embrace unity and acceptance and unite them with like-minded individuals. They like to participate in niche online and offline communities, where people can connect with those who share their passions and values. Consumers seek brands that empower everyone to express themselves and support the underrepresented. They can also provide platforms for individuals to connect. Finally, in brand-built communities, fans connect with others who share their affinity with the brand’s offerings, in environments created by the brand.

For events? There are few better tools to create community than an event, a moment to share with others (we know how much sharing experiences creates meaningful human connections). So brands have an opportunity to find shared values of a community and build unity around shared moments (and their corresponding communication). Think of “Orgullo de Pueblo”, a wonderful action by a Diageo brand, J&B, for the LGBTQ community and beyond.