Diageo has revealed its first Future Series trend report, which reveals the shape of socialising in the year ahead.
In the report, the team responsible for innovation and future-gazing at Diageo, isolates three main social trends expected to accelerate into the mainstream in the year ahead.
Diageo worked with a team of cultural ethnographers to study social scenes from around the world and define three trends that will be influencing how we’ll spend our time in 2017:
Exceptional becomes the rule
Enhanced and enabled by digital technology, socialising is becoming increasingly spontaneous and experimental. The diary is dead. Fixed arrangements make way for spur-of-the-moment socialising that is dictated by the weather, a whim or what’s triggered an online buzz.
In with the ‘in’ crowd
In 2017, pubs and bars face an extra challenge, as the home becomes the place to create and curate extraordinary experiences for friends and family. It will become a destination to host events that previously we would have had to go out to enjoy: our personal theatre, pub and club all turned into one.
Optimise not compromise
However and whatever, 2017 will be the year of choice. Leading a balanced lifestyle is becoming increasingly achievable and aspirational. And it’s not just technology that’s driving this trend. The increasing prevalence of clear nutritional and calorie information on packaging makes it easier to manage our diets.
This year, people will continue to opt for products, experiences and attitudes that say something unique about them - optimising through personalisation.
