The pandemic created a significant shift in how consumers want to enjoy experiences. As we move away from the restrictions caused by the pandemic, we’re seeing an increase in both the adoption and diversity in different forms of reality-changing tech experiences, either in isolation or in tandem with real-world experiences. In this Direct Hit, we explore the landscape of alternate reality technologies and how brands are using them to connect to consumers. 

The advancement of artificial intelligence (AI), and its usage has grown exponentially around the globe. The adoption of AI by brands across different industries is increasing at a rapid rate. As one of the last remaining trusted institutions by the general public, brands have a heavy responsibility to carefully and safely navigate this new technological landscape

Global employee engagement is trending downward, with only 21% of employees being actively engaged.  This lack of engagement not only has major economic implications, but also implications on the well-being of companies and employees alike. Improving employee engagement must come from the top-down, starting with corporate strategies that empower managers. 

Brands have the opportunity to differentiate themselves by demonstrating how they are taking steps to be more authentic and staying true to their core brand identity. Brand authenticity is not an end point, but rather a continually evolving process that builds consumer trust, turns that trust into advocacy, and ultimately drives more business to your brand.

Personal brands, which are brands used to market an individual’s experiences, skills, and values, are masters of creating and managing communities within their audiences. Traditional brands have a lot to learn from personal brands, including how to optimize social strategy, how to effectively hide marketing in entertainment, and how to build fan-based communities.

Environmental and economic crises over the last few years have created an atmosphere of apathy in consumers who are tired of restrictions. To combat this apathy, consumers are embracing spending more on fun and on experiences that allow for escape from everyday anxieties and worries.

Depending on who you ask, the USA is either already in a recession, or heading swiftly in that direction. In this report, we explore some of the trends that will most impact 2023, as consumers continue to deal with this permacrisis we all seem to be living through. 

With the return of live music, innovations in augmented, virtual, and mixed reality technologies (known collectively as extended reality technologies) are pushing the boundaries One of the hardest hit industries during the pandemic was the live event industry, in particular live music.

New technologies are being integrated into live sports experiences through brand partnerships and sponsorships. The passionate, highly engaged community of sports fans, and the ability for brands to enhance their experiences, makes sports a uniquely valuable segment for the integration of new emerging technologies.

With more games and more gamers than ever, this industry has become a new channel of engagement that has yet to be fully monetized. The number of gaming content creators has increased over the last decade and so has their influence in the space. Brands across a wide spectrum of categories have taken notice of influential creators and have had success in partnering with these individuals on impactful marketing campaigns.