The harder the better
September 22, 2015
WE’RE IN THE MIDST OF A COMFORT REVOLT
As discovery becomes more open to everyone, it becomes harder for certain experiences to be the exclusive ones.
The cache and status rooted in experience becomes harder to earn as more people embrace and discover the “new” experiences.
In turn, we see people increasingly valuing experiences that are less convenient, less easy and therefore have a higher degree of satisfaction to pay off.
“It feels like everyone is doing the same things, so you never feel that special or different in what you’re doing. It’s just too easy for everyone to have the same experiences of things today.”
Early Adopter Consumer, 26 – 35
(The Lab Report, p.164)
This is an excerpt from The Lab Report, the result of a six-month intensive qualitative and quantitative research process. The report provides influential and disruptive ways for brands to think about their consumer, their category, and their role in today’s society.
After this excerpt, we talk about where we have seen this being expressed in products, experiences and services.
What does it mean?
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