Experiential marketing is evolving into a sophisticated tool for building relationships that endure beyond the moment—relationships rooted in trust, emotion, and value. In our latest White Paper, Integrated Strategy Senior Director Regina Fiedel shares strategies for authentically connecting with audiences to build a community.
INSPIRA: Regina, let’s start with the foundation. What strategic elements are key to building a strong community around a brand?
REGINA: Building a strong community requires intention and a deep understanding of what makes people feel connected. At its core, community is about belonging, and brands have an opportunity to create spaces where people feel seen and valued.
Take Gen Z, for example—a generation often described as the loneliest. Nearly a third of them report feelings of isolation and anxiety. Brands that step up to facilitate connection, whether through shared hobbies, interests, or cultural moments, can fill an important gap. A great community isn’t just about the relationship between the brand and the consumer; it’s about fostering connections among the consumers themselves.
Collaboration is another key piece. People want to be part of the story, not just the audience. Brands that engage with consumers directly—whether by responding to comments online or inviting them to co-create aspects of a campaign—show they’re listening. It’s a way to turn passive consumers into active participants, and that strengthens the emotional connection.
Then there’s culture. A brand’s cultural relevance—its ability to stay “cool”—matters, especially for younger audiences. Cool isn’t about fleeting trends; it’s about authenticity and carving out a distinct space where the brand’s values and personality align with those of the audience. When brands do this well, they naturally attract loyalists who see themselves reflected in the brand’s identity.
And speaking of loyalty, it’s important to remember it goes beyond repeat purchases. Loyalty is about advocacy, sentiment, and relationship strength. Metrics like brand equity give a clearer picture of how deeply consumers feel connected to a brand.
INSPIRA: Managing consistency across diverse experiential touchpoints can be challenging. How do you ensure that the brand’s message remains cohesive?
REGINA: Consistency starts with clarity. A strong, idea-driven messaging platform is key. Instead of relying on a singular tagline, ask, What’s the one idea we want consumers to walk away with? Once that’s clear, it becomes easier to extend that idea across different touchpoints—like interactive installations, digital engagements, or branded merchandise.
For instance, imagine a campaign centered around self-expression. The digital component might include a user-generated content challenge, while the physical activation might feature a customizable art installation. Both executions are unique, but they reinforce the same takeaway. When every piece ladders back to the central idea, the campaign feels cohesive, no matter how diverse the experiences are.
INSPIRA: Consumer expectations are always evolving. What shifts are you seeing that impact how brands engage with their audiences?
REGINA: Authenticity is one of the biggest expectations we’re seeing. Consumers, especially younger ones, demand honesty and sincerity. They want to know where brands stand on societal issues and how their actions align with their values. Transparency isn’t a bonus anymore; it’s the price of entry.
Personalization is another major shift. People expect experiences that feel tailor-made. It’s not just about customized products—it’s about how brands use technology to deliver personalized interactions, whether through AI-driven recommendations or interactive, one-of-a-kind activations.
Finally, unity and inclusion are taking on new dimensions. With so much divisiveness in the world, consumers are gravitating toward brands that emphasize our common humanity. They want to support companies that celebrate diversity and foster a sense of togetherness. A recent Kantar study found that 75% of consumers are more likely to support brands committed to inclusion, and I think that reflects the desire for connection and empathy.
INSPIRA: What are some of the more exciting community-driven, in-person experiences emerging right now?
REGINA: One trend I love is the concept of “third spaces” in retail. These aren’t just pop-up shops—they’re destinations where people can hang out, explore, and connect. The goal isn’t to sell but to create an experience. For example, some department stores are transforming into cultural hubs, featuring everything from bookstores to live music.
Cultural connection is another strategy gaining traction. Brands are creating spaces that celebrate heritage and foster inclusivity. Our work with Café Bustelo is a great example—it wasn’t just about showcasing the product; it was about creating a shared experience that resonated across cultures.
And then there’s wellness. Younger audiences see wellness as a holistic concept, encompassing physical, mental, and emotional health. Brands that create wellness-driven experiences tap into a powerful sense of community because they align with what matters most to this group.
Be authentic and transparent and personalize customer experiences to engage with your audience. Create spaces for consumers to create cultural connections. Interested in building a community around your brand? Download your copy of our Shaping Experiential Marketing Trends for 2025 White Paper HERE.