Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

Marcus Arcabascio is a deal and discount expert at Menu Price, dedicated to helping people conveniently explore restaurant and fast food menu prices and hours.

Jon Morgan is the CEO and editor-in-chief of Venture Smarter, where he specialises in helping start-ups in the food industry and other sectors scale and grow.

United States

Eating and Drinking

The New Yorker

Veg News

Salesforce

The Hustle

Interview with Marcus Arcabascio conducted by the author

CNBC

ClickZ

TheStreet

Ruder Finn

My Paris Texas

YouGov

Interview with Jon Morgan conducted by the author

CNN Business

Known for its novel approach to food, Taco Bell’s Innovation Kitchen brings a team of scientists and food developers together to create and hone its products to perfection. With this and other innovative strategies, the restaurant chain is satisfying customers’ need for indulgent food experiences.