An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.
Earlier this year, we reported that 74% of 13-33-year-olds would rather spend their money on experiences that products. Their experience-focused behavior has become not just a well-known central value of the generation, but a pivotal preference that has left its mark on multiple industries. As a result, turning your brand or product into an experience has become a major marketing trend—but what do young consumers think of the Experiencification of brands and retail? We found out what would actually draw them into stores, and what you need to know about the allure of experience.