9 September 2016
As specialists in the gift and greetings sector, we continuously monitor what is driving change in this area. In our new series, ‘The Future of Celebration‘ we explore what’s next for celebration and what this means for this industry in the upcoming years.
The internet and social media’s instantaneous approach has transformed the way we celebrate both on and offline. This ‘instant share’ culture is encouraging individuals to celebrate anything, any time, any day. No longer restricted by calendar dates, consumers are able to celebrate being in the moment and togetherness, leading to a rise in ‘just because’ greetings cards and less traditional celebrations such as ‘Palentine’s Day’.
‘We are what we celebrate.’ – Dean Kamen
Over time, celebration has become an extension of personality. No longer solely associated with birthdays and traditional calendar anniversaries, celebration is now also used to find a sense of belonging which is shared amongst friends, family and even strangers online.
Facebook now enable users to celebrate cultural and societal shifts and events with the use of temporary profile pictures. Celebrate Pride, which launched on Facebook in 2015, saw 26 million people in 72 hours change their profile picture to the Pride rainbow, with 500 million interactions on these photos.
The shift to constant connectivity has fuelled a ‘what I want, when I want it’ attitude amongst consumers and unlike traditional ‘once a year’ celebrations, it is now about celebrating everyday moments, in much more casual and spontaneous ways than ever before.
The second part in the Future of Celebration series, exploring romance and how Pinterest has affected the way we celebrate, will be published on our blog later this month.
Overall a great day which involved getting everyone's thoughts, ideas and reservations down on paper. I am looking forward to seeing how this information will be overlaid with the vital trend insights we need to drive new product development and long-term business growth.
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