Macro Trend
What's Happening
People are looking for joy in the gloom.
Beyond a return to ‘normal’ not really being on the cards, post-pandemic life has offered an even greater set of crises, from geopolitical conflict to further global warming to worsening income inequality. But from within the gloom, people are seeing their consumer lives as a way to find joy. From revenge travel to the lipstick effect to ‘hot girl summers’ to the righteous pleasure of box office hit Barbie, people are feeling entitled to find joy and indulge in whatever moments they can.
61%
of Gen Y and Gen Z say they prefer to spend money on ‘life experiences’ as opposed to saving
Behavioural Trends
Maximalist Food
People are engaging with content that reflects the real and messy joy of food.
Part of a larger rejection of curated social media perfection, people are embracing the sometimes chaotic and often messy reality of food. The ‘gritty honesty’ of TikTok has resulted in food and drink content that plays up to its messy, visually arresting, and sometimes downright disgusting qualities.
This is particularly resonant for digitally-native younger consumers; it’s emblematic of the era of anti-ambition that has seen them opt out of self-improvement and instead favour indulging a more laissez-faire approach to food online or a complete embrace of maximalism (see ‘dopamine dressing’ or barbiecore).
42%
of Gen Zers believes that people should show more of their ‘real’ selves and lives on social media.
Source: GWI
Case Study
KFC Brainwave Bucket: Indulgence beats overthinking
With Hong Kong one of the most stressed cities in the world KFC set out to help people relieve stress through comfort food. Their ‘Brainwave’ Bucket campaign championed the message “Don’t Overthink, Just Indulge” by tracking the brain activity of patrons. It highlighted how the comforting effects of indulging in food can contribute to fulfillment and joy. KFC’s UK based First Bite campaign - celebrating the anticipation that comes with the first bite of a meal - also rejects the constant pursuit of a ‘better self’ and in favour of indulgences, big and small. Both campaigns reflect a desire for brands to challenge restrictive narratives surrounding food.
Premium Event Dining
People are expecting high-quality food wherever they go.
While people return to live events in a post-pandemic rush for leisure activity, they are also choosing their outings more carefully in accordance with soaring prices. As a result, people are looking to make these opportunities count, increasing the demand for quality in the experience – including the food and drink. Interestingly, people are buying more premium seats and VIP options to get the most out of these experiences, but Gen Zers are reportedly spending less on drinking alcohol at live events, suggesting a gap in what they are willing to spend on. As events become bigger days out, people want to get the best value they can, but they also bring bigger expectations to the experience as a whole.
1/3
of Brits say they would dip into their rent-money to pay for tickets to a live event
Case Study
Uber Eats x Major League Baseball
After introducing in-seat ordering at Yankee Stadium, Uber Eats has partnered with the San Francisco Giants to bring in-seat delivery to fans at their stadium, Oracle Park. The Uber partnership offers convenience and greater personalisation for fans to enjoy play on their own terms, and it reflects the shifting expectations of the casual sports fan – a transition also reflected in the MLB’s marketing campaigns. 'Baseball Is Something Else' – which includes an homage to ‘ballpark food’ on TikTok - aims to promote the national game as a full experience, not just for sports fans, but for those looking for a full day out that includes food, shopping, and community.
Explore the new Innovation Pathways
Purposeful Lives
As people look to live with a more defined sense of purpose and meaning, businesses could help reinforce that sense of self through food and drink
