Bloomberg: Going Out? Make It an Event

Features
Written By Mikkel Krenchel

Casual hang-outs are so last year. Many bars, restaurants and cafes are catering to higher customer demand for experiences — from performances to game nights — on their night out. 

ReD partner Mikkel Krenchel speaks to Bloomberg on the crisis of belonging.

The booming events economy extends into the dating world as many young people abandon online dating in favor of real-life experiences. But it also reflects a broader “crisis of belonging,” said Mikkel Krenchel, a senior partner at ReD Associates, a boutique strategy consultancy. Factors such as social media, remote work and an increasingly busy world are putting new pressures on how to spend one’s time.

“If you feel like you have less time, you feel like you need to be super intentional with building a sense of belonging through evaluating which communities you want to join,” Krenchel said. “It’s not necessarily bad, but it also means that you’re sort of scrutinizing everything by weighing the value of every second.”

Read the full article by Teresa Xie on Bloomberg

Mikkel Krenchel

As leader of ReD’s technology, communications, and media practice in North America, Mikkel has advised lead executive teams at the world’s largest social media companies, telecom providers and electronics manufacturers. He also has a variety of clients across the finance, energy, and industrials sectors on product development, sales/marketing, M&A and organizational change.As head of ReD’s emerging practice in integrated social science and data science, brings expertise in applying both qualitative and quantitative research methods to uncover patterns in our social fabric and drive adoption of new ideas, technologies, and offerings. In particular, Mikkel has spearheaded many business-to-business projects, building the practice of using the human sciences to understand what actually goes on when companies and other groups of individuals make decisions. His work has been published in Wired, Foreign Affairs, and VentureBeat. Mikkel has a degree in Sociology and International Studies from Yale University and is a former national team rower.

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