From striving to max out one’s potential and switching between physical and digital realms, to prioritizing influencer-vetted products, brands and consumers alike are looking for ways to level-up. This month’s trends spotted by GPJ Strategists Sarah Freeman and Meghan Michalski.
Self-optimization has a new name
Auramaxxing is a gamified concept that can promote peak optimization for individuals and brands alike.
Auramaxxing is a TikTok trend that combines self-improvement and gamification to enhance one’s aura: personal energy, charisma, and social appeal. It draws from self-help and lifestyle optimization practices, including personal grooming, fitness, social behaviors, and mental well-being. This trend is part of the broader online culture of “looksmaxxing” and “heightmaxxing,” which emphasize optimizing one’s appearance and habits.
Phygital holiday activations are taking over
With customers shopping across both digital and physical landscapes, brands are pushing boundaries across both.
Immersive brand experiences are now essential during the holiday season. Brands like Benefit Cosmetics and Target are vying to create the boldest, shiniest and most elaborate festive displays. Brands are finding new ways for physical brand embodiment to make consumers feel as if they are an extension of the brand.
The slow media renaissance is coming
In an age of fleeting moments, people are finding appeal in the permanence of analog media.
Print media’s resurgence reflects a desire for slower, more immersive consumption to replace the dopamine doom scroll. With constant competition for our attention, high-end collectibles like remastered vinyls, shoe drops, and coffee table books offer a sense of permanence, keeping consumers connected to the branded experience long after the initial interaction.
Word-of-mouth recommendations are dwindling
Gen Z is ditching advice from friends and
turning to influencers.
The modalities for receiving recommendations and reliable information are shifting from friends, family, and traditional brand advertisements to influencers. Gen Zers prefer the news and information they consume to be solutions-based, actionable–content given to them by an online creator whom they follow and trust.
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.
The new Nintendo Music app allows you to listen to your favorite gaming soundtracks anytime, anywhere.
Starbucks is bringing the human touch back to your daily caffeine ritual.
Amazon plans to equip drivers with smart glasses to enhance navigation and efficiency.
Pizza Hut’s new PIZZA WRMR attaches to your Playstation 5 to keep your slices hot and delicious.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
