Expert Insight
Why the Hospitality & Entertainment Industry Shouldn’t Lose Hope... It’s in the Science
Megan Morass, Full Fat
In a world where consumer experience has become limited to a 13" screen, will the live experience economy survive, be needed or even wanted by consumers when we finally escape from lockdown 3.0?
Megan Morass, co-Founder of creative communications agency Full Fat, explains why promoters, festival organisers, restaurateurs, theatre proprietors had better brace themselves for a busy future.
Let’s be honest – the experience economy has been f*cked (excuse the tone but let's just get real here) by Coronavirus. The live music industry, touring, art galleries, theatre, comedy, food & beverage – everything that consumers would spend their disposable income on has been extinguished from sight.
Yes, some are attempting to change the format, we’ve seen some amazing innovation from virtual festivals, drive-in cinemas, online theatre models but nothing will replace the physical, emotional live experiences. Or will it?
The short answer is no, and I’m going to attempt to explain why.
12 February 2021
www.venue-insight.com Humans are, by all accounts, mammals.
Yes, we have evolved as our brains have rational thought, which sets us apart from the rest of the mammal group, however we are still reliant on some fundamental facts in order to survive.
As our technological world evolves at a rate that arguably we can’t keep up with, what is coming into focus is that in order to survive we have to pay attention to our mental health, our environment and our fundamental needs.
In 2019, well over 10% of adults in the UK had anxiety or depression**. Lockdown and Coronavirus has created a surge in mental health illness which is just starting to be detailed.
The problem is, our society runs on a capitalist structure, i.e. we reward the achievement of ‘stuff’ over experience. Coupled with the fact that we have no control over social comparisons via the advent of social media, daily, hourly, minute by minute we are bombarded with images and messages of others with designer clothes, nice houses, new
cars...all of which makes us think in order for us to be happy, we need that stuff too.
Glitterbox at Printworks London
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