Consumers invent often-elaborate fantasies that they desire to act out through the things they buy and own.
Consumers crave entertainment as a means to escape their mundane, ordinary, humdrum lives. Entertainment offers a respite from melancholy and feelings of hopelessness. Being entertained is more than just watching a movie or a television show; it is about engaging the mind in a fantasy that offers escape from the boring facets of daily life. Entertainment is about reaching out and connecting with other people, other realities, and another consciousness. It is pondering a painting, walking in the woods, climbing a mountain, attending a party, going to the mall, walking the streets of New York, or visiting an historic home. Our longing for experiences is all about being entertained.
Consumers crave entertainment as a means to escape their mundane, ordinary, humdrum lives.
An educated mind is an active mind, and an active mind needs mental stimulation. Marketers and retailers in the future need to plan to satisfy this need. It is a great opportunity just waiting for them. It will build lasting relationships with consumers and keep them coming back for more.