Diageo's trend report reveals the shape of socialising

Drinks company Diageo has released details of three main social trends expected to accelerate into the mainstream in the year ahead.

Working with a team of cultural ethnographers Diageo studied social scenes from around the world to define the trends that they believe will be influencing how consumers spend their time in 2017:

1. ‘Exceptional becomes the rule': socialising is becoming increasingly spontaneous and experimental.
2. ‘In with the ‘in' crowd': the home is turning into a place to create extraordinary experiences for friends and family.
3. ‘Optimise not compromise': consumers want greater control and choice over what goes into their body, without compromising on excitement and experience.

Trend 1 is enhanced by digital technology, with fixed arrangements making way for spur-of-the-moment socialising that is dictated by the weather, a whim or what's triggered via an online buzz. We will crave unique experiences and 2017 will see immersive and shareable entertainment push the boundaries as people realise a growing desire to demonstrate their individuality through social media.
Virtual reality (VR) is also expected to become more prevalent with the number of active VR users forecasted to reach 171 million by 2018 making immersive experiences more accessible to anyone, anytime. Diageo has an immersive VR adventure that allows whisky fans to discover and appreciate the flavours of its Singleton single malt Scotch whisky.

Trend 2 will see the home becoming a destination to host events - our personal theatre, pub and club all turned into one.

Trend 3 dictates that 2017 will be the year of choice. With the research showing that a balanced lifestyle is becoming increasingly achievable and aspirational. The study showed that people will continue to opt for products, experiences and attitudes that say something unique about them.

Zoe Lazarus, global future and culture planning director at Diageo, explained: "Innovation drives our company forward and for us it means staying ahead of trends, continually creating new products, categories and experiences for people to enjoy around the world."

"Our success relies not only on understating our consumers today, but also in tracking and responding to emerging socialising trends and behaviours that will become the mainstream of tomorrow.''