The power of ‘Priceless’
Kirsty Redfearn, vice president integrated marketing and communications, Australasia, at Mastercard shares her thoughts on the recent Mastercard Experience Research and why now more than ever, consumers are prioritising experiences.
The pandemic has driven people to redefine their expectations of experiences. In fact, we uncovered that 71% of Aussies* value experiences over material possessions, meaning there is a growing expectation that experiences leave an everlasting positive imprint on lives, communities, and the world.
It’s been two decades since Mastercard tapped into the power of experiences and introduced its mantra of ‘Priceless’ to the world, a vision that continues to serve as a catalyst for development of deeper, richer, more compelling consumer engagement. Rooted in emotion and experiences, ‘Priceless’ leverages a universal truth – that experience, especially shared experiences, matter.
Many of the experiences this vision promised came down to special moments — the point wasn’t necessarily the ticket, the destination, or the item, but the long-lasting feeling it created for the people involved.
