04.08.24
As the world prepares for today's solar eclipse, the rare astronomic phenomenon is also presenting consumer brands with the chance to align themselves with the major event, per GlobalData analysts.
For most brands, besides generating short-term buzz, there also exists an opportunity to dominate social discourse and earn consumer adoration long after the moon finishes its transit, analysts say.
New Experiences Align with Product Purchases
A Q4 consumer survey conducted by GlobalData in December 2023 found that over six in 10 (64%) of consumers globally consider new experiences associated with product purchases to be either “essential” or “nice to have” when making a purchase decision. This, analysts say, reflects the perceived benefits of experiences over possessions, including emotional fulfilment and lasting memories.
Analysts say the celestial event is “unifying and connecting people,” and brands that are able to celebrate the power of shared experiences will have success resonating with consumers once the sun reappears.