HAVAS RED LAUNCHES GLOBAL WHITE PAPER PREDICTING 6 EXPERIENTIAL MARKETING TRENDS

This month, HAVAS Red Group announced the global launch of its new white paper, “A New Lens on Brand Experience 2026,” offering a look at the future of experiential marketing. The report identifies six transformative trends that will shape how brands connect with audiences in an increasingly fragmented and fast-moving landscape:

1. Fueled by Fandom: Passionate communities are rewriting the rules of engagement, turning brand activations into cultural movements.
2. Boldness Is the New Benchmark: Safe ideas no longer cut through. Risk-taking and originality are now essential for impact.
3. Where Data Meets Human Emotion: The fusion of analytics and empathy creates experiences that resonate deeply and travel widely.
4. Pay to Play: Ticketed, curated experiences signal exclusivity and elevate brand storytelling.
5. Nostalgia Meets Next Gen: Cross-generational activations unite heritage and innovation for broader cultural relevance.
6. Alt. Engage.: Internal brand experiences emerge as a strategic lever for culture-building and advocacy.

From fandom-driven activations and bold creative risks to data-powered empathy, the report signals a new era where cultural relevance and emotional resonance are benchmarks for success.

The full white paper is now available to download.