“These days, true adventures are hard to find” says Bobby of IGO “people are more interested in spending money on making memories than they are buying ‘stuff’”

From the rise of low-cost airlines that fuel the all too familiar hashtags #wanderlust #takemeback, to pop-up restaurants in laundrettes and secret cinemas; there’s no denying that the majority of us these days would prefer to spend our money on ‘doing’, rather than ‘having’.

“People aren’t dreaming of toasters as wedding presents anymore” agrees Olivia, founder of Patchwork, “They’re dreaming of making memories together that they can treasure – and doesn’t end up in landfill”

And even when it does boil down to the having, Teddy Watt, founder of experiential agency Marble LDN, says that “people want to see heart, they value a story in what they are buying – it’s about community and personal connection”. Turning what could have been just another restaurant launch, in to a memorable customer experience, Marble LDN recently created an edible garden in Central London from which customers were able to pick fresh leaves for their salads.

What was clear is that they all agree that for commoditised brands and service providers, providing experiences for their customers is only going to get more and more important. Bottling the feeling of ‘adventure’, or making an experience tangible is something that all businesses will eventually have to tackle.