The fear of the millennial generation disappearing individually into their devices and a virtual world hasn’t materialized. Maybe because of the digital separation, they are much more willing to spend their income on experiences instead of things. Whether it is to fulfill a need for human interaction or just to have something to share later, American spending on events and experiences has been on the rise since the digital generation arrived.
In the face of overall category growth, how did the circus fail and what’s in store for other iconic events and their changing brand audience?
Read the complete post, Ladies and Gentlemen, Say Goodbye to the “Greatest Show on Earth“, published on May 21, 2017.