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Insight of the Day: ‘Funflation’’: the new ‘carpe diem’?

Funflation: The Rise of Experience Spending Amidst Inflation

Summary:

The term "funflation" describes a recent trend where consumers are prioritizing spending on leisure activities and experiences like restaurants, hotels, and travel, despite rising prices due to inflation. This is a shift from previous patterns, where spending on material goods was more common.

Key Takeaway:

The concept of funflation highlights a significant change in consumer behavior, driven by a desire to prioritize experiences and enjoyment in the present, even amidst economic challenges.

Trend:

The trend of funflation is characterized by increased spending on restaurants, hotels, leisure activities, and cultural events, while spending on material goods like clothes, appliances, and cars has decreased.

Consumer Motivation:

Several factors motivate this trend. After the pandemic and subsequent economic crises, consumers are prioritizing mental well-being and social interaction. Younger generations, facing challenges like high housing costs and stagnant wages, are choosing to enjoy life's pleasures now rather than save for an uncertain future.

Driving Trend:

The driving forces behind funflation are a combination of economic factors (inflation and financial insecurity) and psychological factors (desire for experiences and social connection).

Target Audience:

The trend of funflation is most prominent among younger generations who are prioritizing experiences over material possessions, but it also extends to other demographics who are seeking enjoyment and connection in the face of economic challenges.

Products/Services:

The products and services associated with funflation include restaurants, hotels, leisure activities (like concerts, sporting events, and travel), and cultural events (like museums and theaters).

Conclusions:

Funflation is a significant trend reflecting a change in consumer priorities towards experiences and enjoyment. While it may be driven in part by economic challenges, it also speaks to a broader desire for connection and well-being in uncertain times.

Implications for Brands:

Brands in the experience and leisure sectors can capitalize on funflation by offering unique and engaging experiences that cater to consumers' desire for enjoyment and social connection.

Implications for Society:

Funflation may indicate a societal shift towards valuing experiences over material possessions. It could also have implications for the economy, as spending patterns shift towards services and away from goods. Additionally, it raises questions about the long-term financial implications of prioritizing immediate gratification over savings and investment.

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