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.
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.
Photo: Athletes are not allowed to bring their own phones on the podium and instead use a Samsung device. (Getty Images)
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.
Photo: XAVIER DUVOT/Hans Lucas/AFP (Getty Images)
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.
Photo: Metricool
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.
Image: Unsplash/anniespratt
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!
