Diageo discovers the three socialising trends for the year ahead

Diageo, the drinks company behind brands like Johnnie Walker, Smirnoff, Captain Morgan, Baileys and Guinness has released its first Future Series trend report which looks at socialising trends in the year ahead.

Diageo has been working with a team of cultural ethnographers to study social scenes from around the world so that it can help define three trends that will be influencing how we’ll spend our time in 2017.

Zoe Lazarus, global future and culture planning director at Diageo, said: ”Innovation drives our company forward and for us it means staying ahead of trends, continually creating new products, categories and experiences for people to enjoy around the world.”

”Our success relies not only on understating our consumers today, but also on tracking and responding to emerging socialising trends and behaviours that will become the mainstream of tomorrow.”

The three main trends the company identified are:

Exceptional becomes the rule: socialising is becoming increasingly spontaneous and experimental.

In with the “in” crowd: the home is turning into a place to create extraordinary experiences for friends and family.

Optimise not compromise: consumers want greater control and choice over what goes into their body, without compromising on excitement and experience.

You can download the full report here.

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