The no boundaries generation
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The drive for efficiency marches ever onwards. Gone are the days of leave working at the office and going home for a bit of work-life balance. For people who consider themselves truly global in both their outlook and profession, there is no conventional 24 hour clock. We are the ‘weisure’ generation and work-life integration means opportunities for brands, particularly in travel and technology.
Many reports have said that business travel has all but disappeared in the recession and there has certainly been a sharp decline. But it’s bouncing back, perhaps faster than big business itself, and it’s undergoing a transformation and reframing to maximise the return on simultaneous personal and professional investment.
The classic customer journey is changing shape to allow us achieve professionally and pack in some personal indulgence as part of the package.. Airbus and Lufthansa have bought into this already, with built in office suites on the new Airbus A380 and integrated work and chill spaces in the new Lufthansa lounges.
The hospitality sector has also embraced the principle, with some savvy and innovative hotels making a direct appeal to the time-pressed culture enthusiast, making local culture part of their offer. AceHotels and The Pixel Hotel in Austria put their operation right into the local community to allow guests to ‘see, do and stay’ but on their time and their terms.
Technology brands are also adopters of the ‘weisure’ way. In fact, you could just as easily refer to the ‘weisure’ customer as being part of the Apple generation. Apple aren’t alone, but remain streaks ahead. As does Google which continually renews its place in peoples’ lives, allowing them to access, connect and express themselves whenever and however they want. The ‘weisure’ generation seeks seamless and user centric products and these are just two of the technology brands trying to give them what they want before they know they want it.
And that’s the key because brands trying to keep pace with the ‘weisure’ consumer have to truly experience their world and then see different possibilities for them. Conventional research is no longer enough to help plot the future opportunies. It takes an innovative leap of faith. Without it, brands will remain forever chasing in the wake of a consumer that’s moved on.
