If you watch Canada’s AM show, you probably saw a familiar face a few weeks ago, as Jeremy Gutsche of Trend Hunter made an appearance to discuss the rise of "potentialists." These individuals, identified in a recent American Express survey, have come out of the recession with a renewed interest in pursuing personal enrichment rather than financial or career growth.
According to the American Express study, 77% of Canadians value personal life experiences over their career, and 28% pursue "alternative avenues" to fulfill their potential. Jeremy Gutsche indicated that even individuals who didn’t lose their jobs or have a significant career change have been spurred on by the recession to reevaluate their life’s direction. Check out the full Canada AM clip above.
Canada AM: Jeremy Gutsche Discussing Potentialists
Canada AM: Jeremy Gutsche Discussing Potentialists
Trend Themes
1. Rise of Potentialists - Companies can focus on catering to personal enrichment and alternative avenues for growth to cater to this demographic.
2. Shift Towards Personal Enrichment - Businesses can consider offering experiences over material products to appeal to the growing number of consumers who value personal growth.
3. Reevaluation of Life Direction - Opportunities exist for personal coaching, career counseling, and self-improvement classes to help potentialists navigate their life direction.
Industry Implications
1. Travel and Tourism - By offering unique travel experiences, this industry can appeal to potentialists who value personal enrichment and experiences over material possessions.
2. Personal Development - There is a growing demand for self-improvement classes, personal coaching, and career counseling as individuals reevaluate their life direction.
3. Luxury Brands - By promoting the exclusivity and unique experiences associated with their products and services, luxury brands can appeal to the potentialist mindset.