Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

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

Australia

Shopping

Apparel and department stores

Resale and online marketplaces

Research has found that a third of Australians will begin their holiday shopping before October, and one in ten will start before July. However, the bigger challenge for brands will be how they appear at the varying touchpoints at which Aussies like to start their shopping journeys.