From kids using their imagination to get creative with AI to brands allowing drivers to live out their dream adventures with tech, the interest in AI activations and experiences shows no signs of slowing down. Here are the top ten insights and behavioural shifts that got us talking in April.
❗️Kids get creative with AI – in a landscape abuzz with AI chit-chat, Lunchables Dunkables, a Kraft Heinz brand, taps into children's creative prowess to remind us that not everything tech-related is doom and gloom. Their latest campaign unveils a fresh perspective on snacking, showcasing how brands can empower kids' imaginative abilities even in a digitally dominated world.
🚙 Drivers live out dream adventures – in honour of unveiling its 2024 electric SUV Prologue, Honda is igniting imaginations with its AI-driven Dream Generator. Through an interactive choose-your-own-adventure narrative paired with personalized animations, the brand allows individuals to tap into their car-related fantasies while exploring a sense of tailored escapism.
📚 BookTok fuels a resurgence of immersive fantasy events – inspired by the 'romantasy' communities of TikTok, elaborate fantasy events like book balls are gaining traction among Gens Y and Z. Driven by people’s desire for connection, escapism, and worldbuilding, brands have the opportunity to create immersive activations and experiences built around shared interests.
🎵Tyla bolsters the global appeal of African music – South African sensation Tyla made history by winning the inaugural Best African Music Performance award at the Grammys. Her rapid ascent to global fame, rooted in her genuine authenticity, shows the fan-led desire for global music to enter the mainstream, heightening the global impact of African music and its diverse sounds.
🐶 Gen Y pet parents prioritise wellness – as pet wellness becomes increasingly popular due to pet parents viewing canine companions as extended family members, brands like Floof are helping to improve the overall health and wellbeing of people's fluffy friends. With pet owners looking for elevated pet care offerings, a wave of intention-led and innovative pet care brands has emerged.
🛍 Aussie fashionistas seek sustainable leisurewear – Posse has become the ‘it girl’ label of choice by winning the hearts of celebrities and fashion enthusiasts globally for its sustainable ‘leisurewear.’ As high-quality, timeless products take precedence over fast-fashion fleeting styles, homegrown slow-fashion brands are finding favour with conscious fashion consumers.
💭 Luxury consumers opt for cultural credibility – the luxury sector is banking on culturally focused activations and strategies to connect with audiences on an emotional level. Foundations, exhibitions, sponsorships, and mentoring programmes led by luxury brands have the potential to legitimise brand credentials while embedding themselves in the cultural landscape.
🍔 Local German rappers shake up the culinary scene – Germany has seen a burgeoning trend of local rappers creating and endorsing food products, illustrating how intertwined subcultures, music, and art are. As these foodie collabs blend traditional with modern flavours, local heroes and cultural icons are demonstrating a more inclusive and accessible approach to gastronomy.
💡Rural Americans challenge stereotypes – often stereotyped as a backward land of rage and rebellion, rural America is slowly challenging existing political, economic, and cultural narratives. Rural residents, authors, and content creators are increasingly rejecting the idea of rural America as a uniquely conservative space, and brands are tapping into this shift with nuanced messaging.
💰Money dysmorphia impacts young spending habits – the grim financial outlook for young people is no secret – and they’re catching on. Their intense worries have given rise to ‘money dysmorphia’, with their fiscal anxiety leading them to search for brands and organisations that soothe their money worries and empower them to feel more in control of their finances.
