Experiential culture is evolving—fans seek co-creation, listeners crave presence, travelers chase flavor, and transit becomes transformative. Across industries, consumers want deeper, more sensory, and participatory real-world connections.
In 2025, brands are shifting toward more personalized and community-driven sports experiences, strategically leveraging premium B2B hospitality at marquee events, immersive activations in niche sports, and dynamic sports tourism strategies.
Experiences are evolving, and so are the ways brands and consumers interact — from immersive cinematic adventures, to sober wellness gatherings, AI time manipulation, and content co-creation.
Brands are increasingly seeking more targeted and unique ways to create sought-after consumer experiences through high-touch tactics, experiential commerce and local collaborations.
This past year was one of immense change, disruption, and growth. A year many were not reluctant to leave behind. But from volatility comes resilience and perspective. And while we’re fully in the swing of a new year, continuing to contemplate where we’ve been will help us develop a clearer picture of what’s ahead. We can’t predict the future, but we can certainly be ready for it.
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.
In this issue, we take a look at dissipating age-group expectations, viral absurdity as content currency, simple tech resurfacing beyond nostalgia, Spain’s ‘pineapple-gate’, Nintendo’s new wake up call — and so much more!
Consumers are seeking out more meaningful IRL experiences that are digital-lite and seamlessly connected to their personal lives.
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!
Long-established norms are giving way to shifts in consumer preferences as they prioritize intimacy, authenticity, and storytelling.
Few companies can say they’ve existed for 100 years. This year, the George P. Johnson Co. proudly celebrates 110 years of crafting experiences, stepping into the next decade of our storied heritage. We don’t just keep pace with change; we drive innovation and progress. Our consistency ensures clients have a reliable partner guiding them to …
Audiences continue to seek out new, niche and novel experiences in search of deeper, more meaningful engagement. Follow along the report for full insights and key, actionable takeaways.
Experiences rare and familiar are capturing major consumer attention, while world-building and storytelling remain key to creating meaningful content.
In today’s tech-driven landscape, consumers are seeking play, authentic storytelling and more sustainable experiences.
Curiosity and creativity enable consumers to engage with brands in new ways, but authenticity and shared values remain top of mind.
The future of mobility is here. GPJ is your global, experiential partner to realize science fiction into tomorrow’s possibilities.
Recently, GPJ CEO Chris Meyer had an opportunity to discuss our agency’s recent global milestones with Ready to Melt host, Suresh Vinkat, offering a chance to talk at-large about the global trends in experiential marketing and the hottest topics that will inform event strategies in the year ahead. Here is part two of the interview. …
Recently, GPJ CEO Chris Meyer had an opportunity to discuss our agency’s global milestones with Ready to Melt host, Suresh Vinkat, offering a chance to talk at-large about the global trends in experiential marketing and the hottest topics that will inform event strategies in the year ahead. Here is part one of the interview: Last …
By Katherine Beck, Executive Director of Strategy for EMEA (Stuttgart, Germany) One of my first initiatives, as a core member of GPJ’s Global Green Team, was to visit the United Nations Framework Convention on Climate Change (COP27) & attend several business side events & assess the Green & Innovation Zones surrounding the climate change conference …
You need imagination in order to imagine a future that doesn’t exist. Azar Nafisi Imagination is essential in times like these. Every creative act, including strategy, begins in the imagination. Imagination isn’t effective if entirely untethered from reality–that’s just fantasy. However, with discipline and focus, the imaginal world can be brought down to earth to …
Experiential marketing is not just the big secret behind brand engagement, but brand success itself. In most industries, the big players have incorporated some form of experiential into their marketing strategy. Brands like Bud Light and Under Armour, who have long elevated their marketplace presence through experiential, make a strong case for other CPG brands …
By Wayne Leonard, Vice President, Account Director – Gaming & Esports In the first part of this series, we explored The Gaming Universe, the idea that gaming is not games (it’s entertainment), and summarized with this: Gaming is about connection, it’s a form of entertainment, and gaming brands harness the passion of their fans so well …
Moment to moment, experiences are evolving around us. Keep it here for the most relevant news, updates, and insights as you consider your next experience.
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