HAVAS Red launches global white paper predicting six trends that will redefine experiential marketing in 2026

HAVAS Red today announced the global launch of its new white paper, “A New Lens on Brand Experience 2026”, offering a look at the future of experiential marketing. The report identifies six transformative trends that will shape how brands connect with audiences in an increasingly fragmented and fast-moving landscape.

From fandom-driven activations and bold creative risks to data-powered empathy, the report signals a new era where cultural relevance and emotional resonance are benchmarks for success.

This latest research is a follow on from HAVAS Red’s 2022 global experiential white paper and underscores a powerful shift in the industry.

Among the six trends:

• 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.
• 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 united 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,” said 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”, commented 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.”

The full white paper is now available to download.