Consumers today are increasingly spending their money on experiences such as music events and travel, rather than on physical products. This trend, highlighted by research from the Mastercard Economics Institute, signals a significant shift in consumer behaviour. Beatrice Cornacchia, EVP of marketing and communications for Europe, explains that marketers need to rethink their go-to-market strategies in response to this ‘memory-making’ trend. “25 years ago Mastercard made a bold move. We said to people, ‘There’s some things that money can’t buy, for everything else there is Mastercard,” Cornacc…