Brian Schultz, co‐founder and chief experience officer at New-York-based experiential agency Magnetic, shared a few thoughts on adage.com on the rise of experiences over material things, topping it up with three tips for brands to create “meaningful experiences”.
As it turns out, Millennials have become cultural trailblazers for older and newer generations alike. Consumers today are catching on to the notion that experiences make you happier and are at least as valuable than buying fancy things:
Experiences are also what people increasingly use to define themselves across social channels. Take a spin through your Instagram and Facebook feeds, and you’re more likely to see a friend’s trip to Angkor Wat or pictures of their baby on the beach in Tulum versus photos of a Vuitton bag or new pair of Louboutins.
So what are his three pieces of advice for brands?
1. You don’t need to create large‐scale, complex experiences. If done right, small experiences can create truly sticky content.
2. Don’t overuse technology. If users can’t share it from their phone on a social medium they already use, you are probably overthinking it.
3. Don’t believe the hype around why certain retailers had a flat quarter. It merely points to a culture that is starting to spend time and money differently.