More and more, people gravitate to other people that are aligned with their values. This sort of clustering is a strong determinant in where people choose to live, what media they consume, what products they buy, and what activities they pursue.
One of the fastest growing groups today are people that you might call “Adventurists.” They value experiences over stuff and among their highest priorities in life are travel and outdoor recreation.
The explosive growth in experiential travel and a wider adoption of the outdoor lifestyle have implications for brands in either category. These Adventurists are driving trends in numerous categories and geographies as they demand ever more authenticity and a sense of place.
This clustering of people around sets of shared values parallels—and in some ways is a result of—the explosion of media channels. People—including Adventurists—can only consume so much media, therefore they tend to gravitate to media that shares their same values.
Not unlike today’s political environment, the clustering of people and media results in a situation in which the bar of what is authentic and true is raised ever higher. And the implications for marketers are simple: if you don’t have a tight strategy and an extreme bullshit meter you’re messaging will fail to connect.
This is where MERCURYcsc comes in.
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