POLARITY PARADOX / CONVERGENCE ECONOMY
L. E. Morrissey
POLARITY PARADOX / CONVERGENCE ECONOMY Travel
Issue design by: L. E. Morrissey Š 2015 Fashion Communication Northumbria
Polarity Paradox
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POLARITY PARADOX
The Detail
Subtlety is gone in the face of enrichment and excitement. Travel no longer serves the purpose as a short escape to lose your mind. It is a new discovery for the mind to open up and absorb new found delights. New destinations must not be tried without the secure knowledge that they have above four stars on Tripadvisor, and a list is prepared so that everywhere worth seeing is at least visited once. The small details are the heroin of adventure leading to an extreme fulfilment. Suitcases weighed down with vitamins and lotions ‘just in case’. A trip is not deemed a success until a plane has been jumped out of or unusual cuisine has been consumed. Perhaps a jungle trek in Thailand or a Skydive in Cairns will cost more than the holiday itself to do, but the anecdote is priceless. Time is ticking and moments are vanishing before they can be enjoyed. Recharging the batteries is no longer the concept, but rather trying to experience every type of art, cultural and tourist attraction there is available. Consumers are becoming more active in volunteer work partly as an escape from their life pressures. David Cameron has pledged at the 2015 election that he will pass a law requiring public sector employers and companies with more than 250 employees to give staff up to three days a year to do voluntary work. Consumers feel the need to flee to other countries to offer volunteer services while experiencing new places, when help is also needed in their own country. 2
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OPPOSITE: QUEEN VICTORIA MARKET | MELBOURNE HEARTH STUDIO
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Convergence Economy
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CONVERGENCE ECONOMY
Taste the Rainbow
Each new place comes with a new flavour. Sitting in a new coffee shop with a friend and catching up whilst people watching, is a charming occasion that hasn’t yet been drowned by technology. Consumers want to taste everything. It’s no good being on a hot beach in Australia if there’s not a barbeque blazing. Travel and food are blurring into one as a complete experience of “wanderlust”. Travel blogger Jessica Stein says “not all those who wander are lost”. The world is becoming more accessible as transport links develop. Tourism is allowing countries to offer more variety, in terms of attractions and restaurants now that global transit links are stronger. Consumers want to visit somewhere to try the cuisine trademarks as much as they desire to explore a new place. A taste should be left in the palette from new experiences and fond memories, which can be revisited when consumers taste the same type of food in the future. Senses can be heightened from the texture, flavour and smell of what consumers are eating or drinking. Consumers are now much more interested in learning how to eat good foods due to the awareness of obesity and health risks caused by certain lifestyle choices. The Foresight report estimated that: By 2030, 41-48% of men and 35-43% of women could be obese if trends continue. Finding new eating habits and understanding portion control could be immensely valuable for the future of the consumer’s health and wellbeing.
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