A Return to Experience EQ: The Art & Science of Marketing
When we released the first GMR Experience EQ in 2018, there was no COVID, the #MeToo Movement had just gone global, Brexit was looming large, and a biracial divorced American actress became a royal princess. There was a lot going on.
Fast forward to 2022 where the world has (mostly) emerged from the other end of the longest roller coaster of madness many of us have ever experienced. Apart from adapting to our new normal, people set out to enjoy life by seeking moments of escape that would physically and emotionally distance them from the societal, political, environmental, and economic funk that loomed large. This desire to embrace life post COVID super charged people to emerge full of energy, and with a renewed sense of freedom. Given these changes, we took a moment to review our 2018 findings and determine where or if human sentiment had changed. Indeed, it had.
In 2018 people were looking for Exclusivity, where being part of a select group came with a certain caché. By 2022 this had evolved into Cultureship, a supportive network typically associated with allyship, yet experienced through the lens of culture. Cultureship bonds like-minded individuals across environments where they can authentically celebrate their identity through music, hair, fashion, food, sexual orientation…Brands that understood this delicate balance were welcomed and rewarded through positive WOM, loyalty and advocacy. But brands that showed up for their annual “do good” moment were rejected.
“
[GEICO]
did nothing while at Pride, which was disappointing. They’re such a large brand yet they had no specific giveaways, signage or activities that demonstrated they were proud to be there or supportive of the community. It didn’t feel like they made an effort at all, which was a real turn off.” – A GMR Brand Experience Index data collector who visited the GEICO activation at Chicago Pride
Another interesting shift we identified was around Fun. By 2022, people were looking to experience Joy rather than Fun, through celebratory moments that lifted them up and helped them feel alive or optimistic. Joy is such a rich territory and a great space for brands to add depth and value.
“OGX just got it right. They tapped into all the senses bar taste, allowed everyone to get their hair done with 90s/early 2000s styles, there was this cool nostalgic photobooth featuring 90s pre-teen bedrooms…everything about it just made me happy. I also really loved how they honed in on the re-emergence of great trends, in this case, the 90s.” A GMR Brand Experience Index data collector who visited the OGX – Love is in the Hair activation at Afropunk
Showing up isn’t the same as being all in. We’re here to help you identify the need states of your audience and build brand experiences to match.
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