Study Highlight: A New Lens on Brand Experience 2026

Led by Michael Ozard, Group Brand Experience Director at HAVAS Red Australia, and drawing on insights from across HAVAS Red’s global network, the study identifies six emerging trends shaping brand experience today.

Fuelled by fandom
The report cited the Kearney Consumer Institute’s 2024 global study, which found that 23 per cent of consumers reported a "complete obsession" with their fandoms, and that 56 per cent have remained loyal for more than a decade. For marketers, fandoms represent more than audiences - they are vibrant cultural ecosystems.

When brands authentically participate rather than sell, they earn trust and long-term relevance. Experiential marketing that is immersive and participatory - such as themed pop-ups, interactive installations, and exclusive drops - can spark organic amplification and emotional bonds that last.

Boldness is the new benchmark
In a landscape saturated with content, brands that stand out are those willing to take creative risks. For instance, the white paper referenced Duolingo "killing off" its mascot, Duo the Owl, which generated a global frenzy that boosted engagement, app downloads, and affection for the brand.

Consumers reward originality, courage, and authenticity over formula. Success is no longer measured in footfall or impressions but in cultural impact, conversations sparked, and perceptions shifted. To be remembered, brands must not only be seen but also be felt.

Where data meets human emotion
Campaigns that fuse data with emotion forge connections that feel deeply personal. Insights reveal human motivations - such as hopes, fears, and contradictions - behind behaviour, inspiring ideas grounded in real cultural truths.

By balancing analytics with authenticity, activations become truly resonant and enduring, generating media buzz while lingering in memory.

Pay to play
Brands are increasingly curating experiences that people are willing to pay to attend. A ticket signals belonging - access to something exclusive, high-quality, and culturally meaningful.

For brands, this model allows for higher production value, more ambitious design, and deeper storytelling. Collaborations with artists and creators enhance credibility and emotional depth, transforming brands from event hosts into cultural curators.

Nostalgia meets next gen
Cross-generational storytelling bridges audiences through shared values such as community, sustainability, and nostalgia. Older generations bring cultural knowledge and spending power, while younger audiences drive trends and virality.

The key lies in inclusivity. When brands find common passions and tailor their tone and channels accordingly, they create resonance that transcends age.

Control. Alt. Engage.
Within an organisation, brand experiences are becoming vital drivers of culture, connection, and advocacy. Well-designed internal events help employees see, hear, and feel the brand in motion, turning staff into its most authentic advocates.

For marketers, embracing internal brand experiences as part of their remit offers clear opportunities to drive alignment, loyalty, and advocacy from within – the kind which often carries more weight than paid media in attracting both customers and talent.

The study also noted that these six trends in experiential marketing aren’t exclusive to the B2C world. B2B companies are leveraging these movements to craft brand experiences that are emotionally resonant and culturally relevant. B2B marketing will move beyond trade shows and brochures, venturing into experiences that connect on a deeper level.

Key takeaways for marketers

• Forget one-size-fits-all: Be agile, authentic, and audience-focused.
• Engage creatively: Use data, storytelling, cross-generational insight, and culture-led experiences.
• Turn fragmentation into advantage: Reach the right people at the right time across multiple channels.
• Make experiences matter: Spark conversations, influence culture, and foster real connections.
• Stay curious and bold: Track trends, learn constantly, and take creative risks.

“Brands that embrace bold ideas and human truths will not just be seen, they’ll be felt,” said James Wright, Global CEO of the HAVAS Red Group and Global Chairman of the HAVAS PR Global Network.

“The future belongs to brands that move beyond formula and create experiences that spark emotion, foster belonging and drive cultural momentum. Globally, the opportunity is immense.”