Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United States

South Korea

Republic of Korea

TV, film, and social media video

Toys and hobbies

Physical health

South Korea’s largest multiplex chain, CJ CGV Co., has transformed some of its theatres into bouldering venues. As cinemas around the world struggle to lure viewers back post-pandemic, sports, cultural events, and immersive activations may be vital to restoring the appeal of the big screen.

Cultivate

Experiences and Sensations

Korean cinemas attract youngsters with climbing walls