Marianne Eloise is a journalist and commentator on neurodivergent issues. She has written for publications including The Cut, 

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

Mark Beal is a professor of public relations at Rutgers University and the author of ‘Decoding Gen Z: 101 Lessons Generation Z Will Teach Corporate America, Marketers & Media’.

United States

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Bank of America

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I Love Manchester

Interview with Mark Beal conducted by author

Bazaar Voice

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Marketing Dive

Gen Zers are doing away with perfection and embracing the messy realism of their lives. What is it about this meeting of luxe and junk that appeals to this demographic? Is there more to it than just veering away from squeaky-clean aesthetics, and how can brands help them remix old favourites?