By: Media Matters Worldwide Media Director Kathy P. Nguyen
The rise of neo-hedonism marks a significant shift in consumer behavior, where individuals are prioritizing meaningful experiences over material possessions. This trend reflects a desire for emotional fulfillment and a rejection of traditional notions of luxury. Rather than saving for retirement, a majority of Gen Zers and millennials are opting to spend their money on experiences like concerts and travel, according to a poll by Experian.
This shift has profound implications for brands seeking to connect with these consumers. No longer satisfied with mere transactions, consumers are looking for brands that can offer them a lifestyle—an experience that goes beyond the product itself. Brands must tap into the ethos of neo-hedonism by showcasing how their products can contribute to a more indulgent and luxurious way of life.
In addition, social media has become the epicenter of consumer activity, serving as both a platform for product discovery and a marketplace for direct purchases. With a significant portion of consumers buying products through social media, brands must establish a strong presence on platforms like Instagram and TikTok. For those without a direct-to-consumer channel, leveraging social commerce through features like Shops can provide a gateway to reaching younger audiences who are driving this trend.
Interestingly, the influence of social media extends beyond younger demographics, as Baby Boomers increasingly engage in online shopping and social media usage. Brands must adapt their messaging to resonate with this demographic, which has substantial purchasing power yet often feels underrepresented in advertising.
In essence, the convergence of neo-hedonism and social commerce presents both opportunities and challenges for brands. By aligning with the values of consumers seeking meaningful experiences and leveraging the power of social media, brands can thrive in this evolving landscape and forge deeper connections with their audience.
HOW TO BREAK THROUGH IN MEDIA:
- Inspire a lifestyle: Think outside the transaction and highlight how your products can lead to a more indulging experience that creates meaning and emotional value.
- Create activation: Consider engaging consumers via experiential activations and do so in a sustainable manner.
- Microtrends: Lean into microtrends that allow you to add heightened excitement. Elevate the state of the consumer and their brand perception to elicit that emotional connection.
- Optimize Social: Ensure strong organic and paid media presence within key social platforms where your target audience frequents and set up Shops within Instagram and TikTok.
