Trends and developments: consumers' pursuit of happiness.

Abstract

AbstractThe experience economy no longer centres on products and services but on authentic emotions and experiences. Pine and Gilmore (2000) distinguish four economic stages, which are the agrarian economy, the industrial economy, the service economy and the experience economy. In the experience economy, aggregate experiences are pursued. Events in which the boundaries between the real and the virtual world are fading are consistent with this. All this is made possible by technological advancements. In this respect, co-creation is an interesting development too, with secret events as a distinctive component. The risk of a too great emphasis on experiences is that organizers sometimes raise too many expectations among potential critical visitors who want a true experience for their money. In positive psychology, with Martin Seligman as the leading spokesman, happiness is regarded as being enabling. In the future, the happiness economy - which is all about inspiring permanent changes in the lives of consumers - will gain ground as a fifth economic stage. The progression from experience economy to happiness economy presents opportunities for innovation. Events can be used, for instance, as a tool to promote social cohesion and personal well-being. The experience is no longer an isolated phenomenon, as it generates meaning and purpose. After a study of four possible scenarios for the future, this was also the challenge with which Rotterdam Festivals found itself confronted.