The universal language of marketing is continuously evolving. From field selling to market planning, today we see the dominance of the consumer creating meaningful content and experience for them. We have started living in a subscription world, and membership sign-ups are growing day by day.
Being part of an "in-group" is becoming a necessity to feel included as part of something big. It starts from subscribing for a tv series to cosmetic trials and extends to the healthcare sector. Millennials are the key drivers of membership concept in this new age. Their transition from watching brand commercials on TV to directly interacting with their favorite brands on social media made way for clubs and exclusive participation.