Experience consumers are different. Experience consumers are motivated by a search for the extraordinary. Experience consumers cut across every demographic, psychographic, and technographic. They are defined by what they consume and why the consume it. These consumers account for 40% of the population and 77% of discretionary spending (and rising). Experience consumers are activated through authentic experiences of exceptional products. Traditional consumers are motivated by the deal, some combination of feature, benefit, price and status that fit their needs. These consumers account for 60% of the population but only 23% of its discretionary spending. The traditional consumer is activated through the traditional purchase funnel (awareness, impression, activation, purchase).