Diageo has joined forces with market research platform Kantar and a number of other multinational companies to establish a cross-industry network to consider how socialising will evolve over the next decade.
The group, called ‘The Think Party’, brings together insights from Pinterest, Tinder, Google, Unilever, PepsiCo-Lipton and Kraft-Heinz, alongside Diageo and Kantar. The first set of findings was released last month, with a more detailed report expected later in the year.
According to Diageo, the research combines foresight analysis, horizon scanning, quantitative data and generative AI modelling. Key themes identified include smaller friendship circles, the rise of interest-based communities, wellness-driven socialising and the emergence of alternative spaces such as gaming cafés and social saunas. The findings have also pointed to a shift towards more intentional gatherings, with searches for “monthly milestone ideas” up 90% since 2022.
“Diageo continues to prioritise being close to our consumers and ensuring we’re across the trends that are taking place now and in the future,” said the brand owner’s futures & culture planning lead, Alberto Romano. “The next decade will not just test how we connect – it will redefine what connection means.”
Last month, Diageo revealed it is reassessing the resource allocation process across its portfolio, according to interim CEO Nik Jhangiani.
