Lion NZ unveils disruptive growth division created to help it meet the future of sociability
28 January 2019: The nation’s leading alcohol & beverage company, 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. The research explored the currents (trends) shaping how we will think, move, live and interact going forward and focused on global mega-currents that are prevalent across all developed economies.
Business Development Director at Lion NZ, Scott Wright, says: “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. Our research highlights the sheer scale and pace of fundamental change occurring across many facets of life. The way people connect, the importance they place on wellbeing and the flexible, inclusive environments they expect, mean that businesses in the social landscape will have to evolve or risk being left behind.
“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,” Wright adds.
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.
Lion Ventures is working on a variety of business opportunities, with their first expected to launch in Q1 2019. The business will draw on ‘rework’ thinking and partner with unique social spaces to allow individuals to work where it suits them and network with other like-minded people.
THE SOCIAL CURRENTS SHAPING OUR FUTURE:
The ascendant self – wellbeing is the new normal
Holistic wellness is hitting the mainstream and ‘health’ is the new status symbol. Yoga pants are the new jeans, Fitbit is the new watch and strong is the new sexy. It’s not just about the body, but a full mind, spirit and body ethos – one that millennials are flocking to. We’re exploring spirituality over traditional religious beliefs and leaning towards more minimalist, back to nature, environments to ‘tap into ourselves’. The challenge for sociability is how to cater to the likes of the ever-changing needs around food, beverage, social activities and what role meaningfully connecting with others plays in living a fulfilled and happy life.
91% of Kiwis find health more attractive than wealth, and 80% are more focused on holistic wellness than they used to be.
Re work – a reappraisal of how we work and live our lives
The way we work, and the structures that run them, are undergoing a capital rethink. We’re shifting towards a more human centric business model that promotes quality of life and connection. Things like flexibility, super inclusivity and a sense of community are becoming standard requirements. While augmented reality and robots take a growing hold on the workplace, the need for human interaction and connection will become increasingly important.
Currently over half of Kiwis are working flexibly or have flexible working options available, with 73% believing flexibility increases their productivity.
The rise of gender freedom and technology are changing the ways we identify, friend, date and relate. There is no ‘norm’. 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. The challenge for sociability in the future will be creating intimacy in the age of technology - offering meaningful experiences and connections that meet the diverse society we live in and bring people together in the flesh.
Half of Kiwis have made relationships or friendships with people online.
Four in five people would like to see others face to face more often.
Society is going beyond simply acknowledging diversity to an expectation of inclusion from the mainstream. The need for people to embody empathy, compassion, self-reflection and activism and find shared commonalities will become even more important as New Zealand’s increasing population lives, mixes and mingles in ever denser and growing urban areas.
90% of Kiwis expect their working and social environments to be inclusive of diversity.
*Lion Venture’s research included a two-month collaborative research project between Lion and TRA. Together the companies conducted 200 hours of research into sociability, human behaviour and culture and collaborated with eight experts from across the globe who are at the cutting edge of sociability. The research was supplemented with a survey of 1,000 Kiwis in November 2018.