From fandom-driven activations and bold creative risks to data-powered empathy, HAVAS Red has released a white paper, A New Lens on Brand Experience 2026, that takes a deeper dive into how cultural relevance and emotional resonance are becoming key measures of success.
The global report examines six trends that it says underscore a “powerful shift” that will shape how brands connect with audiences in an increasingly fragmented and fast-moving landscape. It follows HAVAS Red’s 2022 experiential white paper and underscores a major shift in the evolution of brand experience.
Highlights from the report
- Fueled by Fandom: Passionate communities are rewriting the rules of engagement, turning brand activations into cultural movements.
- Boldness Is the New Benchmark: Safe ideas no longer cut through. Risk-taking and originality are now essential for impact.
- Where Data Meets Human Emotion: The fusion of analytics and empathy creates experiences that resonate deeply and travel widely.
- Pay to Play: Ticketed, curated experiences signal exclusivity and elevate brand storytelling.
- Nostalgia Meets Next Gen: Cross-generational activations unite heritage and innovation for broader cultural relevance.
- Control. Alt. Engage.: Internal brand experiences emerge as a strategic lever for culture-building and advocacy.
“The fragmentation of brand experience isn’t a weakness, it’s a strength,” said Michael Ozard, Group Brand Experience Director at HAVAS Red Australia, who brought together experiential experts across the group’s global offices to produce this white paper.
“The most successful ideas today are those that cut through cultural noise and make people feel something. Globally, we’re seeing brands embrace this shift with creativity and courage.”
“The future of brand experience is about creating connections that endure,” added Steve Fontanot, Commercial Managing Director, Havas Red Asia-Pacific.
“As audiences demand authenticity and cultural relevance, brands must lead with purpose and creativity, not just campaigns. This white paper is a blueprint for that future. One where bold ideas, human truths and meaningful connections define success.”
“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.
“This white paper is a call to action for marketers everywhere. 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.”
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