4. Consumers are on the look out for
novelty, adventure, fun and passion
To feel alive
To discover and learn
To try new challenges and adventures
To define themselves
To enrich their lives, to aspire for more
To relax and escape from life’s pressure
In the case of young men: Lifestage It is available
It is permitted
And mainly because, in our society and time, they CAN:
It is tempting
It is affordable 4
Source: Consumer Outlook, men 21-29 2006, Rob Tregenza, Iconoculture
And Sean Saraq
5. Definition of experience
• To be exposed to, involved in, or affected by
an object, thought, or emotion through the
senses or mind:
Active participation in events or activities, leading to the
accumulation of knowledge or skill
The fact or state of having been affected by or gained
knowledge through direct observation or participation
An event or a series of events personally encountered,
undergone, or lived through
5
Source: Merriam Webster dictionary online
6. Main buckets to classify
new experiences
Discovery Relax and
and learning escape
These needs are interrelated
Search for
intensity
Adventures and
merit badges
6
7. Discovery and learning
• Medias’ global presence and the instant and easy access to worldwide information
provided by Internet are opening the door to see how other people and other
cultures are living. Consumers are intrigue and want to know more.
6% increase in number of • Traveling is increasing, importation of goods
Canadian residents
returning from other is growing: consumers want to feel these
countries (except USA)
between January to June of
new influences both inside and outside their
2006 vs 20051 homes.
• More consumers are pulling their lifestyle
influences from all cultures rather than just
their own and multi-cultural audiences are
defining mass consumption2.
Hip-hop
Growth of SPI
Consumers in general, and Millenials even more so, have an insatiable
curiosity and hunger for exploration and experimentation.
7
Sources: 1Stat Can, International Travel, Vol.22, Number 6, aug.2006
Spread of ethnic foods 2
Iconoculture: Get to know the YoCo, sept.2005
8. Discovery and learning
• There is increased interest in learning about product origins and stories.
Consumers want to know if the product is authentic (more to come about this),
if it will suit their needs and they also want to appear knowledgeable to others.
So, customized drinking is increasing
FACTORY TOUR BY RIEDEL - THE WINE GLASS COMPANY
• Tasting new products inspires consumers, especially if they appear trendy:
There is a new level of experimentation within the
alcoholic drinks industry, and higher income consumers
are keen to jump on board, and pay the premiums «On ne vend plus que ça:
associated with the latest cocktail or expensive new des Red Bull Vodka»
brand. Drinks as status symbols and the top-end bar - Owner of a dance club2
culture are just two examples of the exclusivity trend in
action.
Magnificent Seven Drinks Trends, 20061
• For trendsetters, discovery of new cool brands is also a way to influence others.
Sources: 1 The ‘magnificent seven’ drinks trends to 2012, Helen Lewis, Just drinks, July 2006. 8
2
«Red Bull: l'invraisemblable succès d'une boisson rouge», Gabriel Sigrist, http://www.largeur.com/expArt.asp?artID=63
9. Discovery and learning
• Brands act as social symbols for some consumers who want to try them in order to
experience the image conveyed by the brand.
9
Source: www.harley-davidson.com
10. Discovery and learning
• The number of jobs one will have during his lifetime has increased. In the 1970s,
the average was 6 jobs per lifetime. The current average is 101. Millenials change
jobs 6-7 times before they reach 30 years old. If they are not happy at their current
job, not learning anymore, not challenged: they hop to another company.
Adaptation to new environment and new people is not an issue: they love it!
• LDA-29 are enthusiasts towards consumption2:
They find satisfaction in the buying experience
They have a desire to be the first to try out a new product or
service
They are on the lookout for all things novel, unusual, trendy
They feel an attraction for gadgets
To try what other people/ cultures
To try what no one has tried before OR had the chance to try before
10
Sources: 1 Nimble Careers, Genevieve Paiement, En Route Magazine, January 2007, p.39
2
CROP, 3SC 2005 Edition
11. Relax and escape
When combining challenge with forgetting for a
moment life’s pressure, the door is open for drinking
games: On a recent lunch break in Minneapolis, we
observed a mixed group of 20somethings engrossed
in a Red Bull drinking contest.
Iconoculture1
• Trying new tastes in food and beverages is a way to easily and
readily get into a different mood set. Part of this trend is the mood-
enhancing ingredients that are added to some beverages2.
Nestea’s Green Tea Ice tea with…
Line Catches-up with cannabis!
Consumer Tastes3
Sources: 1 «Millennials stage Red Bull drinking contest on their lunch hour», Iconoculture, March
2006
11
2
Iconoculture, Synestesia trend
3
«Nestea’s green tea line catches up with consumer tastes», June 8, 2006 on www.foodmall.org
12. Relax and escape
Also, consumers are placing greater importance on fun and leisure. (…) Americans
are looking for what we call the “Joy Factor.” This is the idea of placing more value
on leisure and fun pursuits, and embracing the philosophy of ‘if it’s not fun, why am
I doing it?”
Kathy Sheehan, Senior VP, GfK Roper Consulting1
• Playful and sociable brands offer new experiences that are amusing.
• Consumers appreciate established brands for the
safety they provide in experimenting.
• Some use creative marketing to involve consumers2.
http://www.jumpcut.com/view?
id=D2DA87F0832911DBAA19266C9A2E700D&b_id=1FE7BE2457D211DB9D601
EE329CBD869
• Some well-known brands also provide and instant
powerful image consumers can project to others3.
http://www.youtube.com/watch?v=86PXE-zM_Yo
Sources: 1 «Q&A with Kathy Sheehan, SVP, GfK Roper Consulting», American Marketing Association, 12
Oct.2006 on http//marketingpower.com
2
and 3 are from Sean Saraq, Cossette, including the Doritos and Lynx examples: thanks Sean!
13. Relax and escape
• There seems to be ‘unprecedented interest in understanding, appreciating, and
stimulating the senses; creating products and environments with multi-sensory
blending of sight, sound, smell, taste, and feel. Consumers gravitate toward
experiences that challenge and stimulate all their senses’.
But it’s got to be the way guy’s like it! Look at men’s spas
• The ‘total’ experience is one that involves all senses procuring thrill and
sensations never felt before.
Brown Sugar Scrub
Sports Massage
Muscle Meltdown
Massage
13
14. Adventures and Merit badges
• Consumers are looking to live intense and unusual adventures.
• Finding the undiscovered, unearthing a hidden treasure, learning the exotic is
all part of getting the prize.
• Curiosity about these intriguing adventures is also part of it.
Stunt School Tattoo & piercing Trekking in Australia
• Consumers can express their own personality by the choice of activity.
• To make their life interesting and even, sometimes, to give it
a purpose.
14
Volunteer work
15. Adventures and Merit badges
• Enjoying those experiences might be easier than taking on real life challenges
who have a permanent effect (leaving school to get a job, move out of family
house).
• It gives them a feeling of enjoying meaningful and energetic lives.
Activities providing competition,
adrenaline and speed are popular
among Millenials3
• And it gives them
something to remember Don’t forget: without ‘the others’ seeing,
and talk about! tasting, hearing or smelling your skills,
Maxim Golf without the inevitable story-telling, there
shall not be any status coming thy way!
Trendwatching1
Great party = Spontaneous events and
adventures or misadventures…
Youthography panel on Canadian parties2
Sources: «Status skils», Trendwatching, sept.2006
1
15
2
«Partying in Canada», report from Youthography, July 2006
3
Cross sports pump up the adrenaline factor of already-extreme activities, Iconoculture, April 13, 2004.
16. 18-29 years old :
Profile mainly focused on intensity
• Importance of sharing intense emotions with others
Whether with close friends or in large crowds with whom
they share strong emotions
• Pursuit of intensity, strong sensations
For young men: more extreme
Violence and action are an outlet, a release from stress
They like taking risks for the thrill it gives them
• Freedom and permissiveness
Bypassing laws when need be
Sexual permissiveness
16
Source: CROP 3SC 2005 edition, Sociocultural Profile of Young Canadians (18-29 years) .
17. Search for intensity
• In search of intensity in the boredom of their lives, some consumers take
Hardship holidays where they come up-close and personal with extremely
intense experiences.
• Mixing adrenaline-pumping moments with the feeling of crossing society
boundaries can become the ultimate hit.
http://www.incredible-adventures.com/
• There is
in this extreme part of new experiences.
17
Sources: 1 Daring tourists seeking extreme experience on their days away, Iconoculture, October 11, 2002
18. Conclusion of New Experiences Trend
• There are four aspects Discovery & learning Relax & escape
Adventures & merit badges Search for intensity
• Some of the best new experience are located in the and bring instant
gratification. These experiences need to be easily and readily accessible.
Discovery & learning + Relax & escape
• Some of the most challenging and meaningful experiences come from a a
longer term focus and are recognized because of the determination you need
to complete them.
Adventures & merit badges + Search for intensity
Turn on the volume of brand experiences: This is an experimental generation that
likes to try new things, even (especially?) if
it means pushing the envelope.
Iconoculture
Brand stories
Close to what men value
Innovate
Experiences that don’t just tie-in, they
A bit of subversion
elevate the brand status
In media placement too 18
