Diageo creates Think Party to track future of socialising
Johnnie Walker owner Diageo has built a cross-industry network, called The Think Party, to explore the future of socialising.
The Think Party will also include Kantar, Pinterest, Google, Unilever, Pepsico-Lipton, and Kraft-Heinz.
Collectively, the aim will be to look closely at the future of socialising in the next decade and how consumer trends are evolving. To begin with, the group has released its initial findings, and a more in-depth report is due to be released later this autumn.
Alberto Romano, futures and culture planning, Diageo, said: “Diageo continues to prioritise being close to our consumers and ensuring we’re across the trends that are taking place now and in the future.
“The next decade will not just test how we connect – it will redefine what connection means. By launching this network, we’re able to provide a more in-depth look at what the future of socialisation can look like across industries.”
Initial findings from the group include people changing who they socialise with. Quality friendships are favoured over larger groups. One in five Britons said their social circle has become smaller in the past three years, and 87% of global consumers said feeling part of a group or place was very important to their personal life.
Furthermore, research has found socialising – from dinner parties to cultural outings – have become key for self-expression.
Wellness-driven connection is also reshaping partying, leading to a rise in sober raves and sports-based socialising. One in four UK drinkers are alternating between alcoholic and alcohol-free drinks during visits to bars and pubs nowadays.
Meredith Smith, senior director, futures practice lead EMEA, Kantar, added: “Consumers are crying out for a more social world – but it has been a challenge for industries to adapt to new forms of demand over the last five years. It’s thrilling to know that together, brands across sectors can shape the world consumers want to socialise in – today, tomorrow and for the next five years to come.”
Last year, a study showed drinkers in the UK were moving away from alcohol and towards psychotropics for ‘high and dry’ socialising and ways to relax.
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