From major sports events to mass tourism and new insights on the environmental impacts of AI, the summer of 2024 has been a busy one! This month’s trends spotted by GPJ Strategists Lisa Kölle and Amy Sheehan.
1. Standing out from the crowd in the sports world
Amongst a sea of sports sponsorships, some brands are going beyond to cut through the clutter.
With a summer of global sporting events, opportunities for brands have been more plentiful than ever—but at the same time, they’re proving less effective on sponsorship-inundated consumers. As a result, many brands are digging deeper to deliver more strategic experiences that break through the noise. At the Olympics, authentic integration was on display like never before. At the same time, many brands embraced Paris as a venue and invested in unique, memorable IRL experiences. Lastly, some brands took a 360-degree approach to activate across a variety of connected touchpoints—like Unilever at the ‘24 Euros.
What it Means
Brands are recognizing a need to go beyond the standard fare in order to capture attention around major sporting events. Brands that aspire to create more authentic, memorable sponsorships that enhance the fan experience will stand out from the rest—and get the most value back from their investment.
Key Takeaway
Visibility matters at big, cultural events like these—but more important is standing out in the eyes of the consumer. In today’s landscape, marketers may have to go further and embrace an experience-first mindset to engage their target audiences in meaningful ways.
2. Europe is facing intensifying backlash against mass tourism
Protests against mass tourism in Europe are highlighting an industry at a tipping point.
From locals wielding water pistols to taping up hotel and restaurant entrances, protests against mass tourism in Europe have intensified. In Greece, where residents were advised to stay indoors as 11,000 cruise tourists arrived in Santorini at once. With 3.4 million annual visitors, locals are pushing for a tourist cap and stricter cruise ship limits. A village in Menorca has even implemented a visiting schedule to manage the influx of tourists.
What it Means
Protests against mass tourism have been brewing for some time. Last October, polar bear and sea lion protesters in Brittany highlighted the tourism industry’s environmental impact. And in 2017, 2,000 demonstrators in Venice protested against tourism. Now, rising local discontent signals a mass tourism boiling point, causing widespread disruption across Europe.
Key Takeaway
Growing backlash against tourism underscores the need for sustainable and community-conscious practices. As protests intensify and local quality of life is affected, marketers and event organizers must prioritize responsible tourism strategies, engage with local communities, and adapt to the increasing demand for sustainable solutions.
3. The Olympics go social
The Olympics and NBC are leaning into new media and consumption habits to engage audiences.
This year, the International Olympic Committee updated its social media guidelines for athletes, allowing them to share their experiences online for the first time. Now, Olympians are using their platforms to connect with their fans before, during, and behind the scenes at the games. NBC also changed their approach for the Olympics this year by catering to their audience through streaming and on-demand coverage of the games. As a result, NBC’s TV ratings and streaming stats are through the roof and eight of Peacock’s 10 most-streamed days of all time have been from this year’s Olympics!
What it Means
Olympic athletes were previously limited in what they could share online. Now, the new guidelines are transforming the traditional spectator experience by allowing athletes to share authentic glimpses into Olympic life. This, combined with streaming options for viewers, underscores the notion that traditional viewing is out; new, personalized experiences are in.
Key Takeaway
Even traditional institutions like the Olympics are leaning into new approaches to stay current and evolve. The world has entered a new, exciting landscape of engagement, and it’s clear that brands that lean into that reality will find success.
4. The environmental impact of AI
Brands may have to reconcile artificial intelligence with their climate commitments.
As companies continue to shift their focus to AI, recent reports highlight the environmental costs associated with powering the technology. In addition to the enormous amount of energy and water AI systems use, disinformation and deepfakes about AI’s benefits to the environment are running rampant. With the AI market set to grow by 26% by 2025, the technology will likely become even more advanced and resource dependent—potentially jeopardizing many brands’ and organizations’ future climate pledges and goals.
What it Means
As new data around AI’s environmental impact emerges, brands will need to reconcile their climate commitments with the direct impact their technology is having on the environment. Not only that, but as investments in AI continue to grow, the possibility for further regulation remains strong, and brands may be under more pressure to publicly disclose the environmental impact of their AI solutions.
Key Takeaway
The dichotomy between AI and the climate is something all industries will continue to grapple with. In the age of authenticity, brands that are honest, transparent and genuine about their commitments to both AI and the environment will like generate the most positive outcomes and public perceptions
OUT-THERE EXPERIENCES
People, brands and marketers continue to push the boundaries of physical and digital experiences, with new and creative executions popping up across the globe.
By elegantly blending luxury, the culinary and musical arts, and technology, Mercedes Benz treated 50 guests to an unforgettable dinner.
Craving relaxation, water aerobics, and a Crunchwrap Supreme? Welcome to The Cantinas.
In celebration of Polly Pocket’s 35th birthday, Airbnb has created a two-story 90’s compact themed getaway, complete with a closet full of rubber clothes.
Say goodbye to fridges filled with egg cartons and milk jugs and hello to decorative trays, vintage mini-mirrors, and antique butter dishes.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
