Why Now? Consumer demand is moving in Customer preferences are shifting. The desire two clear directions: increased for customization continues to grow, and demand for experiences is beginning to desire for personalization and eclipse demand for things. demand for experiences. But Eventbrite’s research showed that the last 30 years have seen a as customers grow distrustful 70 percent increase in the share of consumer spending on live 34 experiences and events. Millennials continue to drive this forward, of the techniques used to as 72 percent said they would like to increase their spending on provide these experiences, experiences rather than physical things in the next year. businesses are hurtling Demand for personalization is high. In a survey by Adobe, 67 percent toward a breaking point. of consumers said it’s important for companies to customize content automatically based on a person’s current context. What’s more, 42 percent said that unpersonalized content annoys them.35