Pernod Ricard has partnered with Boiler Room and their agency, Brand Labs, to host a series of global events to engage with younger audiences. As Gen Yers want experiences over possessions, brands need to create immersive experiences that align with this current culture and lifestyle.

Small festivals such as Kala, in Albania are attracting young Britons who seek more than the usual festival experience. Where Croatia has been the go-to destination for hedonistic Gen Yers, people are looking further afield for an increasingly holistic festival experience.

The humble food court, once the preserve of cheap chain shopping malls, is undergoing the ultimate shift. Hotbeds of experimentation, these new breeds not only revolutionise a city break, but day-to-day dining too. But what can restaurant brands learn from these buzzing gastronomical destinations?

Australia’s creative industries are performing better than ever, as more of national employment becomes swallowed up by the likes of film, theatre, and digital arts. As experience-hunting Gen Yers take on more economic power, they’re shifting emphasis – and cash flow – into the creative economy.