Exchanging adventure for 'managed discovery'

Melanie Howard

Ubiquitous digital access means that almost no-one embarks on an experience - whether a holiday or a meal - without first checking reviews, ratings and recommendations.

Exchanging adventure for 'managed discovery'

Melanie HowardFuture Foundation

New services are trying to reconcile consumers' urge to avoid risk with their longing for adventure. Melanie Howard explains the world of the curated experience.

Flying off the shelves of our trends nursery nVitro is a new narrative we call The End of Adventure. It has applications for most sectors, articulating one of the paradoxes created by a world of ubiquitous digital access. It describes how we are now anticipating a future of managed discovery and curated novelty. Adventure, as we have known it, is dead, yet the desire for unmediated...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands