Diageo’s societal trends and our interpretation for your events

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Neo-hedonism
The craze for experiences over products seems unstoppable. According to Diageo, “2025 will see a desire to spend more time and money on singular, unique products and experiences – in many cases to create once in a lifetime memories”, with “unique products and experiences” increases in their survey 83% year on year. Also, we have seen the growth of brand spaces, popups, in the last few years, and this is only consolidating: “42% of consumers are interested in visiting or talking about alternative social spaces” – in other words changing how we socialise. Another proof of this trend: 62% of millennials are likely to spend a little extra to make one moment or day more special or enjoyable. Travelling to unique places is on the agenda, as is adventures and outdoor experiences, immersive entertainment, meaningful connections and fusion gastronomic experiences. As a result, brands should help curate inspiration, offer personalised experiences and make them shareable.
FOR EVENTS? The impact is obvious: go and create unique experiences, the experience economy may be a decade old but it is more relevant than ever. Pamper your target audiences, give them pleasant and memorable moments (you know they should enjoy the experiences but also viralise them…).

Conscious wellbeing
Pampering yourself, body and mind: this is more on the agenda than ever. This trend translates into self-care, moderation (and for Diageo, new drinking trends), and is a result of the combination of two other trends: “celebrating self- love” (consumer focus on self-care and wellness, with a desire to moderate) and “decelerated occasions”, with consumers wanting to be part of events that are not high intensity (note that this trend could clash a bit with the first one – consumers will need to reboot after their wow! experiences). Moderation is in, including the trend of “zebra-striping”, or alternating between alcoholic and non-alcoholic drinks. 78% of Gen Z combine alcoholic and non-alcoholic drinks on nights out, compared with two-thirds of other adults. Moderation and balance are key to youngsters, what a surprise!
FOR EVENTS? More moderate hours could be on the agenda (as you know, afterwork events are booming), more moderate alcohol consumption, conventions where people actually do sleep more than 5 hours, free time in the event programme are amongst the impacts we can expect. As for morning runs and yoga sessions, or healthy food, they should still be on the agenda even if their success in last years’ events is not absolute.
And as the report says, wellbeing is about digital too: “digital mindfulness” will be in, and you may try to have disconnected moments in your convention: all examples we have seen have worked out pretty well! (see this Toyota case study for instance).

Expanding reality: normalisation of AI
AI is invading our lives. The “digitising the physical world” trend includes the increasing ways AI is present in day-to-day life, from banking to fitness apps, and even to “AI-enabled relationships”. Consumers are engaging with AI companions that can maintain relationships with humans, moderate their emotions, and induce purchase. And this blurring of the distance between real and digital shows in the fact that 53% of gen Zers say they have used “buy” buttons on social media. Social selling will keep growing. And digital experiences will be on the rise. The report reminds us of the wonderful FOOH action of Tanqueray in Madrid.
FOR EVENTS? Your events will still be the reality (and never forget that this is amazing, that reality will be more and more relevant in a hyper-digitalised world). The report highlights that “consumers are craving that human touch in a world where technology is everywhere. It’s no problem to chat with a bot for quick questions. But when it comes to sensitive issues or pressing matters? They want real people. But your events will likely include more digital components, from AI-powered pre-event communications to personalisation digitally curated suggestions of experiences and contacts for the event. Another impact of this hyper-digital world is the need for simplicity: make registration, access to information, as easy as possible since people are tired of apps and of trying to understand anything that is not totally intuitive.
Collective belonging: the power of fandoms
Fandoms are not new (yesterday, Elvis, today Taylor) but according to the study, the volume of globalconversations in this area shows their increased social importance. They call this trend “connecting passionate fandoms”.More and more people are coming together on socialplatforms to talk about the things they really care about.For example, the Discord social media platform used to just be for gamers, now it hosts groups or fandoms foralmost anything you can think of. We are tribes and want to be connected through common cultural or sportive (or other) assets. The report reminds us that “finding your people has never been more important… As social platforms multiply, consumers are building “tribes” more creatively, whether that’s linking up with K-pop fans online or joining local activism groups”. And this includes micro-segmentation: “In 2025, it’s all about nurturing those passion points, no matter how niche they might be. With technology making it easier than ever to connect with others who share similar interests, consumers will be diving into communities where they truly belong”.
FOR EVENTS? Well, events of communities have been growing lately but prepare for more: we are tribal, we want to share a passion (or a disgust) and events can get like-minded people to share their love. Find the passions of your target and gather them to scream their love for their idol… or their desire to save animals or defend a social right. Exclusive experiences related to these assets (meet and greet, special access…) will be in. Also, the report highlights the importance of niche markets: your events will probably get ever more segmented, and thereby, relevant. Also these fandoms are often about shared values, so get ready for events with a purpose.

Betterment brands: local love
There is a growing sense of local pride in many regions, pride in local “heroes”. So brands with strong local portfolios have a big opportunity. This trend is related to the current importance of sustainability. “Today’s consumers are hunting for brands that walk the walk when it comes to making the world a better place. People are making conscious choices that reflect their values. This shift is creating a positive ripple effect that touches everything from local communities to global supply chains”. We hope this trend will materialise or maintain itself (the latest reversals of DEI policies by companies in a world of semi-cultural war are worrying). Second-hand shopping, plant-based gastronomy and clothing, help to local communities, and brands which are responsible with society will be on the agenda.
FOR EVENTS? The concept of legacy is more important than ever and will shape our events (you know, the event bringing a significant, lasting value to the destination, be it social, educational, environmental…). But it is also about offering very local experiences by local players and connecting people with the community (did you know the wonderful “Meet the Danes” initiative in Copenhagen by which delegates to events can meet Danish people and even go to their home?).
