A few buzzwords are floating to the top of industry blogs and vlogs this month: multi-sensory, inclusive, community experiences.
Digital marketing may provide brands with valuable data, but in-person experiences deepen the relationship between brand and consumer most. It’s not about showing consumers your story, it’s about inviting them in. Integrate authentically and organically into your customers’ real world lives and create lasting memories offline.
How do we see brands evolving and showing up this year? Here’s what’s in store for 2025:
1. Bolder transparency from brands
Consumers interact with brands more directly today than ever before. Between online comments, photo reviews, and unboxing videos, consumers hold the cards. That said, peer review is still often overlooked in the Gen Z and Millennial user journey by some businesses.
Decluttering trends and ingredient deep-dives are perfect examples of consumers exerting more influence over a brand’s identity than brands themselves do. Brands that are transparent with consumers will build the most authentic connections with them this year.
2. A rise in smaller, more curated events
When it comes to targeting, niche is the way to go. Search engines have become mazes of keywords for online crawlers to rip through. Brands are responding by hyper-targeting their audiences in-person and in smaller chunks.
We predict a rise in small, exclusive, curated experiences that circulate via more modern word-of-mouth means, like text graphics, Partiful invites, and Instagram broadcast channels.
Engage your target demo by creating fun, personalized experiences catered uniquely to them.
3. Events in “hidden gem” parts of town
There’s a growing urge for consumers to get out and explore more of their own cities, discover something new in their backyard.
Research and reimagine hidden gem venues and outdoor areas that inspire key communities to get outside and connect. Think of locations that overlook natural beauties, like bodies of water, valleys, or city gardens. These could be great places to roll up with a mobile tour or sponsor a small festival of local artists.
4. Giving away experiences over swag
Event marketers are reimagining swag as something less widely available and more scarce to focus on sustainability. Branded swag makes sense when consumers use objects every day, but when it just takes up space in their home, swag becomes a reminder of a national clutter problem. We expect to see brands commit to sustainability by providing more free experiences than giveaways this year.
Instead, brands should provide premiums with sustainable intention. Consider sending out a survey that asks guests about their palette for a tasting event as well as swag preferences, so no giveaway goes to waste. Or get creative with edible “swag,” like latte art printers at a pop-up for coffee or dairy alternative brands.
5. More live music collaborations
After years of pushback against national providers unfairly raising concert ticket costs, live music culture is innovating while policy changes remain slow-moving. Both up-and-coming and big name bands and artists want more fiscally accessible shows, despite certain venues preventing them from doing so. This brought forth a rise in scrappier music events, a key opportunity for brands to foot the bill and treat consumers to a fun, affordable night out with great musical acts.
Artists are performing in all kinds of unconventional places, from the backs of moving trucks to grocery aisles. For example, last November a big fashion retailer hosted a Charli XCX surprise pop-up concert in Times Square by texting subscribers and posting last-minute free invites on social media. This places the event—the memory—at the center of the user experience, not the product.
6. Open-minded approaches to pop-ups going long-term
Long-term brand loyalty starts with long-term investment in your brand’s biggest fans. Don’t just surprise audiences with one-day-only experiences, consider giving them a landing zone to come back to your world again and again. Think about how theme parks encourage the re-watching of movies the rides are based on or raise awareness for new TV series based on old characters.
Instead of a one-weekend-only pop-up, tour it regionally and return to certain markets. Listen to what the people want. If they’re still engaged, keep them. This keeps brand chatter alive in between product drops by establishing a place for audiences to meet like-minded fans. Plus, you’ll get more return on your investment than you would with a one-day event.
7. Collaboration with climate champions
Consumers feel understood and heard by brands who own their role in the climate crisis and provide them with opportunities to help. According to a 2024 Deloitte study, one in four Gen Zer’s and Millennials lessened their relationship with a brand due to unsustainable business practices.
Following this trend, we designed an award-winning way for consumers to crush beer bottles into sustainable sand and help protect beaches from litter. Our ongoing Corona Crusher program is a smash for the brand and raised awareness for glass recycling.
8. Game-ifying the brand
News organizations aren’t just places to read the news anymore. They’re some of the only places left to get a brain workout. From crosswords to sudoku-like games, non-game brands and organizations are bringing the fun from the very start of their online, print, and in-person brand experiences. Nothing hooks an onlooker like a challenge to stimulate activity, and by seeding the game with branded pieces of information, you stay top-of-mind.
The most popular example of something like this could be Google’s annual “Santa Tracker.” Not only can kids “track” Santa’s whereabouts leading up to Christmas, they can play a series of educational mini-games that establish Google’s name as a tech leader to a young audience.
9. Augmented reality and video game partnerships
Create unforgettable, visceral experiences unlimited by the confines of a pop-up booth with augmented reality concerts and video games. Online Fortnite concerts featuring real-world artists like Metallica and Marshmello give brands a personalized presence in more intimate, niche online spaces.
Get to know strong video game communities to see how you can contribute culturally to the fun of the game in a way that suits your brand. Collaborate with game developers on special powers for characters to unlock, skins to wear, and one-night only virtual events.
10. Organized free markets
Free markets are the new flea markets. Consumers still support local and indie-made goods and services, but in today’s tight economy, many leave home for the free stuff. Some brands have caught wind of these trends, like clothing swap parties where people bring in old clothes and trade for new ones instead of shopping.
One brand held a Zero Bodega where everything was $0, including their product, which is thematically zero sugar. This is a great way for everyday household brands to show they care about the needs of the average consumer by using marketing budgets to help weekly grocery budgets instead of designing a flashy billboard.
In Conclusion
At Legacy, we keep a consumer-centric approach top of mind to create memorable brand activations and unique customer experiences.
Want to use these trends to your benefit in 2025? From sampling events to sponsorship activation, Legacy can help create your next great experience. Reach out today!
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