In a world of shrinking attention and rising costs, brands are doubling down on experiences that are data-rich, emotionally resonant, socially provocative, and community-built. Reflect on this month’s trends spotted by GPJ Strategists Britt Meyer and Hadley Cook.
IRL experiences are becoming easier to measure
Emerging event measurement tech is bringing ad-level analytics to experiential spend.
Digital advertising has long held the edge in performance tracking–offering precise, real-time data on reach, clicks, engagement and surrounding content–standing in stark contrast to events that typically only quantify check-ins, dwell time, and social listening. Today, neuro-focused tools are changing the game to measure real-time emotional impact, using EEG headbands, eye-tracking devices, and biometric sensors. With this shift, brands want event data that’s just as actionable as their media dashboards.
Brands are creating experiences worth paying (more) for
Economic pressure is compressing brand perks–access comes at a premium, and tiers are multiplying.
The era of “value-added” is being redefined. Southwest, long known for free bags, has introduced fees. Once tied to loyalty, airport lounges are purging both airline and credit card rewards members. Even Starbucks and Dunkin’ are shifting rewards thresholds, making it harder to earn that occasional free drink, and ad-free streaming is increasingly paywelled. While consumers notice what’s being taken away, brands frame it differently: perks haven’t vanished—they’ve been recategorized as premium offerings.
Brands embracing disruption are shaping cultural dialogue
Culturally charged messaging is reshaping how brands show up—in campaigns, stunts, and moments that provoke.
A more provocative wave of storytelling is emerging—trading polished, feel-good messaging for raw truth-telling. The term “dark woke” has been making headlines recently, but the political stance is just one example of a much larger trend towards more overt shock marketing. This broader cultural shift is changing how brands show up across advertising, pop culture, and experiential spaces.
The new influence: creators as experience designers
Creators are trading viral reach for intimate access and real-world community experiences
The creator economy is shifting. For years, influence was about virality and visibility—but now, it’s about intimacy, access, and real-world impact. Creators like Brandon Edelman are reimagining the “brand trip” by centering their communities instead of sponsors. Others, like Justine Doiron, are curating sold-out international tours for superfans. Platforms like TripPromoter are empowering influencers to become experience designers, and brands like Refy are swapping influencer trips for fan-centric activations.
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.
This all-in-one laundromat concept turns mundane chores into memorable moments—with coffee, cocktails, and community conversation starters.
Hasbro’s iconic toy takes over the pier with a disco dance floor, Galantis DJ set, and sensory-rich play zones to entertain fans of all ages.
Liquid I.V. hijacks Times Square with billboards, robots, and samples—a reminder to hydrate during afternoon slump hours.
From agave fields to infinity mirrors, Don Julio’s immersive experience merged brand history with high-tech touch points.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
