People Globally Want to Expand their Minds, Unwind from the Daily Grind and Seek Selfless Self-Care, According to New Mastercard Experience Research
The Pandemic Has Driven People to Redefine their Expectations of Experiences, Demanding Long-Lasting Impact
- 81% of people in Latin America and the Caribbean say they prefer experiences where they can learn something new
- Almost half say they value spending time “unplugged” from their devices; over indexing on outdoor adventures
- 79% agree taking good care of themselves helps them connect with others
Purchase, NY – August 1, 2021 – Findings from Mastercard’s inaugural Experience research reveal that people recognize the value of self-enrichment and are willing to invest time and energy in experiences that leave them feeling uplifted long after the moment ends. They prefer experiences that they can do with family and friends (89%) and want to visit new places so they can see and do things they’ve never done before (81%), while being open to different cultural influences new cultures (75%). A bonding experience between themselves and people they care about is the number one thing that makes an experience truly “priceless”.
“Mastercard has long been a brand that connects people to each other and their passions,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. “The pandemic forced people to reconsider what they need from experiences, and brands to reimagine how to deliver them. Findings from the research help us understand what is most meaningful to people today, and what experiences we can bring them to help create moments and memories that are truly Priceless.”
The Pandemic Taught Us to Prioritize Our Own Wellbeing to Better Connect with Others
People increased their focus on tech enabled wellbeing (BR 35%, COL 34%; MX 33%, PR 27%), rest and balance (BR 40%, COL 37%, MX 38%, PR 35%), and soothing activities (BR 40%, COL 38%, MX 42%, PR 35%) during the pandemic. Their proactive focus on self with an eye toward increased resilience lead them to prioritize mental wellbeing (93%), emotional wellbeing (93%) and physical wellbeing (91%), all to find energy to connect with others.
People Crave a Break from Everyday Pressures, Looking to Connect with The World Around Them and Those They Care About
With more time at home, people were reliant on technology to stay connected to work, family and friends. Now people are ready to focus on relaxation, whether that be through leisure activities like online gaming or by escaping to the great outdoors. Nearly half of people surveyed agreed that it is important to spend time unplugged without interruption from any device. In fact, when asked about their preferred unplugged activities people over index on outdoor adventures. Globally, there is above average interest (Index 100) in using nature and open spaces as an escape from everyday life, preferring road trips (201), exercise (161), remote/secluded getaways (130), and camping and hiking (127).
Experiences Are Truly Priceless When They’re Had with Others
Companionship and quality time with loved ones is a priority for people, with nearly three quarters stating they make a real effort to have this quality time with friends and family, and what makes an experience truly priceless is the bonding opportunity with the people they care about. People are defining quality time as with people they care about (53%) and doing something they are interested in (44%). 66% of people globally prefer inclusive experiences, which are welcoming to diverse groups of people representing 81% in LAC (BR - 80% millennials and 78% baby boomers; COL- 86% Gen Z and 84% millennials; MX- 83% millennials and 82% baby boomers; PR- 85% Gen Z and 81% millennials) and 43% say it’s essential that they can feel accepted and true to themselves when spending quality time with others.
“After a year of lifestyle limitations, consumers have a pent-up demand for experiences that are memorable and shareable,” said Wayne Levings, President Kantar Global. “Post pandemic, we don’t expect consumers to seek a volume of experiences but rather experiences with perceived longevity—things that they will never forget and that they can relive through stories, personal betterment, or community impact.”
Mastercard is leveraging these learnings to bring people new experiences that connect them to their passions, help them pursue deeper levels of happiness, change them for the better and maybe, even the world around them. All featured on Mastercard’s experiential lifestyle hub Priceless.com, new and regularly updated experiences span passions and the globe:
- Take a virtual bike ride with Marcelo Gutiérrez
- Bring New Zealand’s wellness retreat Aro Ha home with a virtual program
- Join physicist Javier Santaolalla to learn how Spain’s Museo Nacional Thyssen-Bornemisza is connecting iconic art with sustainability
- Listen in as a Lavazza Coffelier reveals all the secrets of a great espresso
- Celebrate your friendship in style by joining Cynthia Rowley for an unboxing experience for you and your friend
To see the full report of global findings click here.
- 20-minute online survey of 17,895 consumers in 18 countries in five regions worldwide (NAM, EUR, LAC, MEA, Australia)
- ~1,000 completed interviews per country
- General population, age 18+
- Research conducted on behalf of Mastercard Global Foresights, Insights and Analytics by Kantar, December 2020