Liquid expectations
Consumer expectations are no longer confined to one sector, category but even generation. Our research shows that 74% say great experiences in one sector raise their expectations for brands they interact with.
Take Amazon. With innovations like 1-click buy, same-day delivery and frictionless returns, the brand didn’t just raise the bar for convenience, it redefined it. What was once exceptional has become the baseline: instant, seamless service is now expected across every type of interaction consumers have with brands and services.
And this shift extends far beyond e-commerce.
In grocery, it’s rapid delivery. In healthcare, telemedicine and on-demand care. In insurance, automated claims. In fashion, quick try-and-return services. Even the most traditional industries are now expected to offer immediacy and simplicity.
This is the concept of liquid expectations: the idea that consumer expectations transcend categories, sectors, markets and even demographics. Setting a new benchmark for every brand interaction.
say great experiences in one sector raise their expectations for brands they interact with.
Gen Alpha influence on purchase decisions:
Food & dining
Travel & leisure
Technology
Banking & finance
How Generation Alpha is driving these expectations
With the growing role of technology, younger generations are having an increasing influence in shaping expectations across ages.
In fact our research found that across APAC, 81% of adults admit they ask younger people (under 25) for advice on technology or digital experiences. 51% of (grand)parents state kids influence their purchasing decisions on average across all product categories, hitting a high of 64% for food and dining and even 38% for banking and finance.
We see Gen Alpha is shaping these expectations more than any other consumer cohort. Raised on real-time recommendations, interactive content and instant gratification, they’re not just digital natives, they’re experience natives – their lens defines what good experiences look like for everyone.
CASE
Nike x LEGO Where sport meets creative play
Global - Sportswear x Entertainment
Nike and LEGO have teamed up in a multi-year collaboration that combines sport with imaginative play. From buildable Nike Dunk LEGO sets to sneakers with LEGO textures, the partnership aims to capture the hearts of Gen Alpha. Beyond products, activations at LEGOLAND® and in cities like London and Shanghai encourage kids to move, play and create, supported by ambassador A’ja Wilson.