Six trends in brand experience reshaping in 2022

Red Havas, a global micro-network of integrated media agencies, recently released its latest report, "New Perspectives on Brand Experience." The report examines the forces that will reshape the brand experience landscape in 2022 and shares exclusive insights.

Covering six key trends, the report demonstrates that the accelerated innovations of the last two years will continue to play a pivotal role in the world of Brand Experience. However, the most important insight that has been uncovered from the pandemic is that the key to building real, lasting relationships between brands and audiences boils down to our basic need for human-to-human engagement and shared experiences.

The report covers six key trends, demonstrating that the accelerated innovation of the past two years will continue to play a critical role in brand experience. However, the most important insight uncovered from the pandemic trends is that building authentic and lasting relationships between brands and audiences is largely due to our fundamental need for human interaction and shared experiences.

Says James Wright, global CEO of Red Havas, and global chairman of the Havas PR Global Collective: “Globally, we have seen fundamental shifts in consumer behaviours and attitudes that have led to cultural changes and the birth of a new wave of Brand Experience. The industry is shifting the way it operates to engage with consumers. Brands are finding new, and often better, ways to connect with a post-COVID audience to become more relevant, meaningful and effective. It's going to be a fascinating year ahead to see how Brand Experience will evolve.”

James Wright, Global CEO of Red Havas and Global Chairman of Havas PR Global Collective, said: “Across the globe, we are seeing fundamental shifts in consumer behaviour and attitudes that are leading to cultural change and a new generation of brand experiences. The industry is changing the way it operates to engage consumers; brands are finding new and often better ways to connect with post-pandemic audiences to become more valuable, meaningful and effective. Let’s wait and see how brand experience evolves, it will be a fascinating year.”

Says Steve Fontanot, managing director, Red Havas and Havas Blvd: “We're pleased to launch this Brand Experience trend report – it's a culmination of many hours of research and conversations from right across the global Red Havas community. The report demonstrates the evolutions in consumer behaviours and expectations, as well as the opportunities for brands to engage in more meaningful and connected ways.”

Steve Fontanot, Managing Director, Red Havas and Havas Blvd., said: “We are delighted to release this Brand Experience Trends Report – the culmination of many hours of research and conversations with the global Red Havas community. The report reveals the evolution of consumer behaviours and expectations, as well as opportunities for brands to engage in more meaningful and relevant ways.”

The six trends include:

The six trends include:

1. A New Breed of Retail Experimentation: The pandemic has accelerated expectations around traditional bricks-and-mortar stores. In 2022, we will see brands merge experiential and retail to completely reimagine the retail experience – adapting to new customer expectations and innovations and turning the store into a destination.

1. New retail experience: The epidemic has increased people’s expectations for traditional physical stores. In 2022, we will see brands merge experiential and retail and completely reimagine the retail experience - catering to new user expectations and innovations, turning the store into a travel destination.

(Headline observation: As a physical store lover, I really like to experience the atmosphere of offline retail stores in person! In a physical store, you can touch the texture of the goods, see whether the space planning is orderly, and hear what other customers and waiters are saying. Almost the moment you step into a physical store, you can form an impression of the brand. So for the trend of "turning stores into travel destinations", I am really looking forward to it!)

2. In Search of New Outlets for Wanderlust Experiences: In a world where human attention is a scarce commodity, with brands competing for their customers' attention, escapist experiential provides a powerful tool to engage, entertain and captivate new audiences.

2. Find new outlets for travel buffs’ experiences: In a world where people’s attention is a scarce commodity, brands need to compete for consumers’ attention. Escapist experiences provide a powerful tool to attract, delight and engage new audiences.

(Headline observation: Headline brother believes that this is a solution for the situation where you can't go out during the epidemic. Hahahaha. If you can't travel due to the reality, then it's not bad to have an experience online that temporarily escapes from reality. At least one of your body and mind must be on the road.)

3. Ready for the Metaverse – Embracing a 3D Meta World: We're yet to enter the metaverse in its truest sense. Virtual worlds have boomed in popularity, but we're missing the ability to seamlessly jump between them. That, combined with mass adoption of wearable tech, will be the real takeoff moment. In preparation, we will see brands increasingly explore the components that will make up the metaverse: virtual experiences, gaming, AR, VR and 3D design.

3. Get ready for the Metaverse - embrace the 3D Metaworld: We have not yet entered the true Metaverse. Virtual worlds have become popular, but what we lack is the ability to jump seamlessly between them. This capability is closely tied to the mass adoption of wearable technology and will be when it really takes off. In the run-up, we’ll see brands increasingly exploring the components that make up the Metaverse: virtual experiences, gaming, AR, VR, and 3D design.

(Headline observation: Wearable devices have become more and more popular in the past two years. I guess the development and use of virtual technology may become a hot industry in the next few years. I wonder when we can truly enter the metaverse era?)

4. Using Co-creation as a Creative Agent: The mindset has shifted from creating campaigns for audiences, to creating them with communities. Rather than anticipating cultural influence, there's never been a better time for brands to co-create and contribute in meaningful ways. Giving access to brand opportunities, spaces/places and creative resources to audiences that need it most can forge deeper relationships that go beyond the campaign.

4. Collaborative creation as a creative medium: The mindset has shifted from creating advertisements for the audience to participating in the creation with the society. Rather than hoping for cultural influence, now is the perfect time for brands to co-create and contribute in a constructive way. By providing the opportunity, space/place, and creative resources for audiences to get close to brands when they want them, brands can build relationships with consumers that go further and deeper than marketing campaigns ever could.

(Headline Observation: Headline Brother also believes that the future power of digital platforms will be in the hands of users. We should gradually start to think about how to connect and interact with content and communities, rather than just watching, listening and laughing.)

5. Bespoke Still Matters: Consumers are craving more meaningful connections with brands, and they expect brands to understand and respond to their individual needs. With many brands not quite ready to dive headfirst into large-scale events, hyper individualisation and micro experiences will offer enriching online/offline experiences that make our audiences feel just as connected as with in-person experiences.

5. Customization is still important: Consumers crave more meaningful connections with brands, and they want brands to understand and respond to their individual needs. While many brands aren’t ready to dive headfirst into large-scale events, hyper-personalization and micro-experiences will deliver rich online/offline experiences that will make our audiences feel as connected as if they were in person.

(Toutiao Observation: As a consumer, Toutiao also hopes to have something unique, rather than some mass marketing strategies or old routines. As a reader of Toutiao, what content do you want Toutiao to customize for you?)

6. Everyone is Welcome: By combining physical and digital brand experiences, we're finding new opportunities to enhance experiences for all. Providing equal access to all must be considered throughout the planning process to ensure accommodations can be made should people need them. Relatively basic features like live captioning can go a long way to making events more inclusive.

6. Welcome Everyone: By combining physical and digital brand experiences, we discover new opportunities to enhance the experience for everyone. Throughout the planning process, equal opportunities for all must be considered to ensure that people can adapt to new activities when needed. Relatively basic features, like live captions, can go a long way toward making your events more inclusive.

(Headline observation: This is really necessary. I am reminded of the elders who refuse to use new electronic devices... Sometimes it is not that the elders are unwilling to use them, but that the design of the product makes them confused and unable to use it. The experience of new-age brands must be more inclusive!)

The report was authored by Red Havas staffers from around the world, including Steve Fontanot, AU managing director; Michael Ozard, AU group brand experience director; Linda Descano, US EVP and head, corporate communications and executive visibility; Courtney Myers, US SVP and head of experiential; Kana Phung, AU senior producer.

The report was written by Red Havas staff from around the world, including Steve Fontanot, managing director, AU; Michael Ozard, group brand experience director, AU; Linda Descano, executive vice president, head of corporate communications and executive visibility, AU; Courtney Myers, senior vice president, head of experience, AU; and Kana Phung, senior producer, AU.

Author: Advertising Circle Headlines

Source: Advertising Headlines