The who, what, when, where, and why of socializing is shifting, and to explore it, Diageo built a cross-industry network called The Think Party. To better align with evolving social rituals, brands need to closely observe these changes, and The Think Party pairs strategic foresight with deep horizon scanning, quantitative analysis and GenAI.
Socializing is evolving as people increasingly invest in smaller, more intimate friend groups, seeking deeper connections over larger gatherings. At the same time, third spaces—from social saunas to gaming cafés—are being revived and reimagined as essential hubs for fostering a sense of belonging and community. These shifting social habits are also changing how people eat and drink, with a focus on shared, experiential, and often healthier options that fit more meaningful moments together.
The Think Party unites insights from Diageo with Pinterest, Tinder, Google, Unilever, Pepsico-Lipton, Kraft-Heinz, and more.
Why This Trend Is Growing
- Intimate Social Circles
- The shift from large gatherings to smaller, closer-knit social circles reflects a demand for deeper personal connections, offering opportunities for brands to create experiences catering to intimate group interactions.
- Revitalized Third Spaces
- The resurgence of third spaces like social saunas and gaming cafés is reshaping communal gatherings, presenting innovative avenues for companies to enhance community experiences in non-traditional settings.
- Experiential Dining and Drinking
- Social habits are transforming the food and beverage scene towards shared, experiential, and health-focused offerings, paving the way for brands to innovate in crafting meaningful culinary experiences.
Industries Being Reshaped
- Social Networking
- The evolution of socialization into tighter-knit groups and reimagined communal spaces amplifies the need for social networking platforms to explore ways to support these intimate interactions and unique spaces.
- Food and Beverage
- Changing dining and drinking habits toward experiential and health-conscious choices disrupt the food and beverage industry, urging the design of products and services that align with these new social contexts.
- Hospitality and Leisure
- Revitalized third spaces like social saunas and gaming cafés signal a shift in hospitality priorities, inviting industry players to rethink service and space design to cultivate community and belonging.
