Chief Marketing & Experience Officer, Cirque du Soleil
⟵ Past Trend
For me, it’s the shift that ended the one-way marketing era. As a famous marketing scholar once said, we went from the age of persuasion to an era of influence… or even more than that: one of mutual and collective influence. Consumers are more aware and sagacious than ever before. Furthermore, they are now fully aware of their power over brands. They are the ones who determine what they want to see, decide if they want to participate, and become active content creators. The consumer is now the boss, and a clever one at that!
⟶ Industry Prediction
The global quest for meaning and relevance is reaching new heights. Brands with no purpose, no authenticity, or that do not listen to their consumers are doomed… In life and in live entertainment, our fans and spectators are looking forward to significant experiences and memorable moments.
By investing in our products, people don’t only seek to be entertained; some are looking to escape their everyday life, while others want to experience a moment of awe or bond with their loved ones. Therefore, we are offered the incredible opportunity to serve a higher purpose in our consumers’ lives, and here at Cirque du Soleil Entertainment Group, we are working hard every day to deliver a product that connects people together, creates a more audacious reality, and goes beyond and beyond and beyond…