Experience

The Experience Economy is upon us, meaning consumers are less inclined to purchase products than they are to seek experience and the opportunity to create memories.
Related Megatrends:
Gamification
The application of game dynamics to real-world problems results in a world that’s more competitive and engaging.
Tribalism
Allegiant groups are more readily formed around specific interests, causes and even brands.
Dating Challenge
Dating app developers are setting challenges to enhance user experience
Published: December 11, 2020
Re-emergence: February 17, 2026
Trend - Either deployed as a marketing campaign or a new feature, developers of mobile dating applications are inserting more excitement into the browsing experience by introducing various challenge-based activations.

Insight - Contemporary consumers are constantly bombarded with new innovations and interesting opportunities in today's fast-paced environment and as a result, individuals often find themselves in the spirit of being adventurous and trying out something new. This creates a demand for the consistent rotation of exciting experiences that leave consumers not only entertained but also engaged in meaningful ways.
Workshop Question - How can your brand better engage consumers through challenges?
6.8
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Megatrends
Gaming Wellness
Brands in the eSports industry prioritize overall wellness for gamers
Published: December 10, 2020
Re-emergence: February 12, 2026
Trend - "Wellness" isn't typically associated with the fast-paced gaming industry, but brands in this space are increasingly focusing on the overall wellbeing of people who consider themselves to be gamers. This can be seen in everything from mental health initiatives to gamer-specific supplements.

Insight - The gaming industry tends to require focus, concentration, and large amounts of time spent in practice. Whether recreational players or professional ones, many consumers who engage with this space spend a lot of their time in the same position, focusing on their games. This can have unintended health consequences, and gamers are increasingly acknowledging this issue and trying to address it.
Workshop Question - How is your brand prioritizing wellness for its customers?
6.9
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Megatrends
Virtual Cosmetic
Cosmetic brands are being more experimental with their virtual experiences
Published: November 23, 2020
Re-emergence: December 11, 2025
Trend - Distinct virtual experiences that are facilitated by cosmetic brands are on the rise as businesses look to balance customer and employee safety with their bottom line. Experiences include everything from virtual game pop-ups to virtual makeup studios.

Insight - Despite being restricted in the activities they can take part in outside the home, consumers around the world still crave the sense of normalcy that comes with simple things like experimenting with makeup and skincare. Many are turning to brands in this space that prioritize their health without sacrificing the playful nature of cosmetic experimentation.
Workshop Question - How could your brand balance safety and experience?
7.9
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Megatrends
Experiential Poster
Physical, touchable media is being reintroduced to deepen sensory engagement
Trend - Brands are incorporating tactile elements into billboards and posters to create immersive, multi-sensory experiences. From textured surfaces to interactive materials, these physical formats invite touch and smell, transforming passive ad spaces into memorable, hands-on brand encounters.

Insight - As consumers grow increasingly desensitized to purely visual, screen-based advertising, tactile displays offer a powerful way to break through by engaging senses of touch and smell—emotionally resonant and memory-linked triggers. Therefore, by introducing physical or olfactory interaction into public media, brands can spark moments of surprise, curiosity, and deeper cognitive imprinting while encouraging organic sharing of these novel encounters.
Workshop Question - How can your brand use physical interaction to create more memorable consumer touchpoints?
9.4
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Megatrends
Ssamjang Spread
Brands utilize the umami flavors of ssamjang to elevate Western dishes
Trend - Brands are using ssamjang, a thick, savory Korean paste traditionally served with grilled meats and lettuce wraps in Korean barbecue, as a sauce or spread on Western dishes. This umami depth mimics the role of condiments like Worcestershire or steak sauce but adds complexity thanks to fermentation.

Insight - The growing popularity of Korean culture, fueled by K-pop and other forms of Korean media, has brought new ingredients and flavors to global consumers' attention. Interest in umami-rich, fermented foods is prompting brands to experiment with sauces that blend these notes while complementing Western cuisine. Companies in this space understand that their target consumers are drawn to culturally inspired flavors but are more willing to experiment when they are presented in approachable formats.
Workshop Question - How can your brand make the adoption of its product more accessible to new customers?
7.4
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Megatrends
Beer Bites
Brands are incorporating beer into food products to enhance flavor
Trend - As competition intensifies, food and beverage brands are differentiating themselves by introducing beer-infused menu items and packaged goods. From beer-laced desserts to bold soups, these offerings blend craft brewing with everyday foods to deliver distinctive, experience-driven taste profiles.

Insight - Today’s experience-driven consumers are increasingly drawn to bold, layered flavors that elevate everyday eating. As culinary curiosity grows, shoppers are seeking products that feel artisanal, novel, and shareable. For brands in saturated categories, these infusions offer a way to stand out and align with the cultural cachet of the craft beverage movement. Beer-infused foods can tap into this demand by blending familiar comfort items with craft brewing notes like hops, malt, and stout richness.
Workshop Question - Which unexpected industry could your brand draw inspiration from to create something distinctive?
8.6
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Narrative Commerce
Retail brands are reimagining store spaces for specific intellectual properties
Trend - Retailers are leveraging playful, fandom-driven intellectual properties and franchises to create personalized, interactive shopping experiences within brick-and-mortar environments. By reformatting the traditional store concepts as an immersive, thematic destination, retailers aim create deeper consumer engagement.

Insight - Many Gen Z and Millennial shoppers experience a declining attachment to traditional stores due to a sense of disconnection from repetitively transactional visits centered on basic purchases. In response, immersive, IP-driven products transform shopping into a stylized, interactive experience rooted in storytelling and fandom. By offering escapism and connection, retailers can foster longer visits and increased brand loyalty—while appealing to shoppers who value expressions of identity.
Workshop Question - How can your brand create engaging in-store experiences for consumers?
8.7
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Megatrends
Parbaked Pizza
Brands sell parbaked pizzas to food service operators looking for freshness
Trend - Brands are producing pizzas and crusts that are partially baked, then cooled or frozen. The initial bake sets the dough’s structure, while the second bake delivers the fresh, hot, crispy result customers expect from freshly baked products, effectively mimicking the profile of a restaurant-made pie.

Insight - Food service operators often rely on frozen products to manage costs and streamline operations, yet many struggle to replicate the flavors of freshly made pizza without adding complexity or labor. In response, manufacturers are introducing advanced baking and freezing methods that preserve dough freshness and ensure a high-quality experience. Operators that invest in these solutions can benefit from more consistent quality, stronger brand standards, and greater scalability across franchises.
Workshop Question - How can your brand shift its product offerings to balance convenience with the quality expectations of its customers?
6.3
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Megatrends
Matcha Pizza
Pizzerias turn to matcha as a crust base for its unique flavor profile
Trend - Artisanal pizzerias and CPG brands are launching pizzas with matcha‑infused dough, matcha‑butter glazes, and toppings like sweetened ricotta, sesame, yuzu and roasted mushrooms; products emphasize visual contrast, layered umami, and premium provenance, and to drive social buzz.

Insight - Many diners want novel, shareable flavors that remain approachable; they seek ingredients with clear provenance and health?adjacent cues but avoid extremes, as food is still primarily used for comfort. Brands responded to this desire by adding matcha to pizza subtly, such as infusing it into crusts, or light glazes so customers get visual novelty and gentle bitterness without abandoning familiar pizza comfort, enabling premium pricing and social buzz and creating long-term customers.
Workshop Question - How can we innovate our product offerings by incorporating unexpected, yet approachable ingredients with clear provenance to drive social buzz and customer engagement?
8.7
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Megatrends
Fruity Foam
Specialty beverages transform fresh fruit into light, aerated toppings
Trend - Brands are turning fruit into a foam topping using aeration techniques. This foam is added to lattes and specialty drinks, offering a playful alternative to traditional milk foam; resulting in a creamy texture and visual appeal, while reducing the need for syrups or heavy additives.

Insight - Younger consumers and café regulars are moving away from overly sweet, artificial flavors in favor of ingredients that feel fresher, lighter, and more visually engaging. This shift is addressed by reinterpreting familiar fruit profiles in an aerated, textural format that suggests care and experimentation rather than excess, reflecting a growing preference for modest indulgences that feel thoughtful, lighthearted, and deliberately crafted. In doing so, brands tap into the appeal of customization and form social sharing through texture and aesthetics.
Workshop Question - How can your brand or product create a sense of freshness and visual appeal?
7.8
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