Trend Trend 3: spending on meaningful experiences holds up against the instinct to cut back

Summary

McKinsey's third consumer trend is that people keep paying for experiences even while they watch every other expense closely. Inflation and more deliberate budgeting have not stopped shoppers in mature and emerging markets from putting time that feels worthwhile ahead of saving. Moments that are memorable, meaningful or restorative frequently win out over the urge to economise. The report backs this with growth figures showing experiences expanding faster than discretionary goods between 2023 and 2025, with travel especially strong. It adds that the shift is changing how physical space is used and where companies decide to put capital. The practical question for businesses is how to turn this durable appetite into a source of differentiation.