Consumers are increasingly eager to immerse themselves in imagined worlds, unique interactions and new experiences. Continue through the report for full insights and key, actionable takeaways. This month’s trends spotted by GPJ Strategists Erin Ruane and Kate Jones.

Consumers and creators alike
are embracing all things horror

Interest in the macabre extends beyond Halloween as more people find comfort in horror. The horror genre is enjoying a renaissance, having shifted away from predictable narratives or stereotypes, and leaned into a creative opportunity to provoke thought and engage with social commentary. For Gen Z, the evolution has been particularly well received as this population comfortably navigates raw realities.

Accelerating understanding through immersive play

Educational immersion builds connection and understanding across generations. A heightened focus on learning post-pandemic means spaces are rethinking how to connect more deeply with their audiences.

Immersive experiences have reached a whole new dimension

The Las Vegas Sphere is the epitome of peak immersion. The Sphere is just the latest, and perhaps most thrilling, example of immersive multi-sensory experiences that are setting a new benchmark for marketers, artists and brands. With the goal of achieving “peak immersion,” venues like the Sphere are presenting enhanced opportunities to engage consumers’ minds and bodies to leave lasting impressions.

Fiction and FOMO are driving
brand exclusivity and identity

Successful world building and brand-hype generation are not confined to reality. “Faux” experiences have been around for centuries, but emerging tech and innovative brands have given these fictitious moments new platforms.


People, brands and marketers continue to push the boundaries of physical and digital experiences, with new and creative executions popping up across the globe.

From M&M’s + GoPuff’s “Halloween Rescue Squad” to Airhead’s AI film making contest, Halloween campaigns were in full swing this spooky season.

The completed version of John Lennon’s love song, “Now And Then” has finally been released thanks to the use of AI.

A new study suggests Gen Z’s attuned ears can properly identify brands based on sound alone, likely a result of “sonic memes” often emerging on apps like TikTok.

Celine Dion is a popular choice for Kiwi’s participating in “siren battles,” a subculture where people wire sirens onto their cars and compete to blast the clearest music.

Catch up now on all our previous Experience Intelligence reports.