Experience Futures: Full-Contact Experience
Part 1 in a 5-part strategy series dedicated to the emerging shapes experiences are headed in 2023 and beyond. For each trend GPJ unpacks the drivers behind them, what they mean for experiential and gives actionable steps to guide your marketing strategy towards the shapes of things to come.
Reemergence from an existence of facsimiles and faux-realities has driven many to seek out the fullness of real and tangible experience again. Why is this happening and what can we do?
Recovery From Isolation
People are suffering from a legitimate epidemic of loneliness. Positive, active and frequent social connection with people and communities is directly equated to personal well-being. As a society, we’re craving up close and personal engagement like never before.
Retaking Control
In that longing, social needs and values like honesty, authenticity and positivity are being prioritized—and it’s showing in the way people are engaging, and the brands, products and services they support.
What Does This Mean to Me?
Audiences are eager to find agency again in experiencing more, and pushing the limits of sensation to new ends. Brand marketers should look to strike a balance by slowing down, focusing inward and eliminating outside noise.
Each of these universal needs are part of re-imagining how you approach engagement. Full-contact experiences embrace less rote and formulaic formats, allowing more room for spontaneity and serendipity to arise.
By determining both your audience and experience needs for closeness and connection, you can start to unlock new ways to engage, or to enhance and expand your existing marketing strategy. If you would like a full rundown, reach out to us and schedule a brain date or workshop.
All caught up? Read Part 2 of our series, Experience Futures: Peak Immersion.
