As older generations search for ways to be young again, and younger generations crave nostalgia and stability, all continue to search for enriching experiences and connections. This month’s trends spotted by GPJ Strategists Ian Bush and Britt Meyer.
People aren’t acting their age anymore
Generational norms are being challenged across age demographics, and it’s reshaping expectations around age group behaviors.
Traditional age markers and behaviors are being challenged by a cultural shift that rejects expectations for people’s stages in life. Older generations, embodied by grandfluencers and senior social media stars, are participating in youth-dominated spaces. Meanwhile, younger generations are focusing on issues that traditionally become priorities later in life, like wealth management and political policies.
Absurdity is becoming a new cultural currency
Marketers are increasingly leaning into absurdity as a tool for engagement, capturing attention by subverting traditional norms.
Absurd content has moved beyond niche internet humor like Skibidi Toilet to become a mainstream tool for brand engagement. While millennials may recall Burger King and Old Spice as the progenitors of unhinged marketing, brands like Nutter Butter and Oreo have taken it further by embracing a more chaotic, hyper-ironic tone to stand out in an oversaturated market.
Single-purpose technology is making a comeback
Consumers are turning to antiquated technology not just for nostalgia, but for a simpler way of life.
The first Tamagotchi store in the UK opened this year as the popular 90’s toy makes a comeback beyond nostalgia. Global sales of the egg-shaped toy more than doubled between 2022 and 2023, but it didn’t land with just Millennials looking for throwback fun – it’s hitting GenZ hard.
Singles are getting off the apps and into the aisles
Digital dating has changed back from a chore to an experience (or, your favorite errand.)
Last month, we discussed how apps are bringing people together to create real-life communities. This month, we’re honing in on the singles community and dating. The imminent downfall of dating apps has left people craving more than interview-style dates that lead right back to endless swiping.
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.
Step through a portal into five different worlds beyond imagination at Universal’s newest theme park.
Be immersed in your favorite Nintendo world before you even open your eyes!
Daze combines creativity, communication, and AI to reinvent and replace messenger apps.
To celebrate 30 years of Dookie, Green Day is demastering their album in the most inconvenient ways possible.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
