Lion NZ has created a disruptive growth division, Lion Ventures, to ensure the company caters to the future of sociability and living well in New Zealand. The division was created behind the scenes last year off the back of a collaborative research project, The Future of Sociability, between research agency TRA and Lion.
“Lion’s business is centred around sociability and for us to stay relevant we need to remain on top of what’s coming at us down the tracks,” said Lion business development manager Scott Wright. “While our core business is the lifeblood of Lion, Lion Ventures has been created to use these insights to unlock new experiences for Kiwis and adjacencies for growth going forward. Lion Ventures is bringing an entrepreneurial spirit into the company, connecting and collaborating with a wide variety of external groups and unlocking unique business models that take Lion beyond beverages.”
The Future of Sociability Report was a globally validated, comprehensive overview of the ‘meta-trends’ impacting society and included consultation with experts from across the globe at the cutting edge of sociability, (from wellness entrepreneurs and urban anthropologists to slam poets and avatar developers. It was supplemented with a survey of 1000 New Zealanders in November 2018.
Holistic wellness is hitting the mainstream and ‘health’ is the new status symbol, with 91 percent of Kiwis finding health more attractive than wealth, and 80 percent more focused on holistic wellness than they used to be. The challenge for sociability is how to cater to the likes of the ever-changing needs around food, beverage, social activities.
Things like flexibility, super inclusivity and a sense of community are becoming standard requirements. Currently over half of Kiwis are working flexibly or have flexible working options available, with 73 percent believing flexibility increases their productivity.
An aging population, wane of religion, rise of gender equality, gay rights and a decline in marriage and birth rates, are all changing with who and how we engage. This is facilitated by technology – helping to raise the voice of minorities and bringing new and unique communities together. Half of Kiwis have made relationships or friendships with people online, and four in five people would like to see others face to face more often.