Inclusivity: An expectation, not the exception

We’re long past the era where adding one or two diverse talents to an activation was enough. Audiences today expect genuine representation, not as a token gesture but as an authentic reflection of the world.

Kantar research shows that inclusive advertising leads to a 16% higher sales uplift. So there’s not just a moral argument; there’s a business one, too.

For brands as a whole - not just activations - it means moving beyond surface-level diversity. It means ensuring accessibility: physical, digital and financial. It means representing different cultures, abilities and experiences in ALL aspects from staffing to storytelling.

Diversity must be the default.

AI ethics: Where personalisation ends, privacy invasion starts

AI is here, and it’s reshaping many industries, but do we have full trust in it?

While AI-led experiences can create hyper-personalised interactions, consumers are cautious. Much research has shown a distrust of AI. While people love the convenience, they hate the idea of their data being exploited.

Brands and creative agencies need to tread carefully.

Using AI to enhance experiences, such as crowd management, personalised engagement or offering smart

recommendations, is great. Using AI to track, profile or push messaging? That’s where it gets hazy.

The brands that get AI ethics right, and more importantly, actually care about AI ethics, will be the ones to balance innovation with transparency, ensuring personalisation doesn’t cross the line into creepy.

Oh, speaking of event-enhancing AI… watch this space.

The battle for consumer loyalty

Gone are the days of excess.

With consumers increasingly wallet-conscious and economic uncertainty rife, audiences aren’t as readily impressed by bells and whistles. They want brands to offer real value and focus on community.

In 2023, the EY Future Consumer Index reported that 62% of consumers are rethinking their spending, prioritising essentials over indulgences. With this in mind, experiences that feel wasteful or tone-deaf won’t be met with open arms.

Agencies and brands should focus on meaningful interactions that offer real impact or enrich people’s lives. Expect to see a rise in exclusive, affordable experiences, loyalty initiatives with real-world benefits, and activations focusing on community over consumption.

Which brands make people feel like they’re part of something that matters? They’re the ones who will succeed.

Digital-first engagement: Talking to the right people, not just more people

Mass-market messaging is dead. One-size-fits-all campaigns are over.

We hate to break it to you, but not everybody is your target audience, and that’s okay. You don’t need to resonate with everybody. Instead, double down on targeting your niche. Don’t be a jack of all trades, master of none.

Audiences are filtering out into micro-communities, most of which exist online. Brands should understand where their audience is and how to speak their language.

Online advertising, for example, TikTok and Reddit are platforms where real cultural conversations are happening. No pretence, just open and honest conversations (albeit sometimes too honest). The savviest brands aren’t the ones advertising there. They’re the ones embedding themselves in these spaces authentically.

A recent McKinsey report found that 58% of Gen Z consumers engage more deeply with brands that feel like they’re part of their niche communities rather than vague, mainstream campaigns.

But how does this translate to brand activations? It means hyper-targeted experiences tailored to specific communities rather than generic ‘catch-all’ events. It means using digital engagement to enhance physical experiences. It means understanding that the most valuable marketing happens in places where brands don’t traditionally have full control.
It means being in spaces where organic conversation, peer recommendations and credibility are earned, not bought.

Authentic storytelling: Less corporate, more human

Overly scripted marketing that’s as polished as your grandma's silverware is fading. Gen Z and Millennials are tuned into authenticity and can sniff out sincerity faster than a pig hunting truffles.

For experiential marketing, this means activations that don’t feel like a sales pitch. There should always be a focus on creating shared experiences rather than brand showcases. It’s about making audiences feel something real, because if they don’t… onto the next one.

Even our ‘corporate’ or B2B experiences are drenched in our signature BK energy. Mailchimp’s From: Here, To: There 2024 wasn’t the bog-standard conference. It featured comedian hosts, an AI robot as a guest speaker, DJs throughout the day, custom gamification, and ditch the endless lectures. Attendees enjoyed real human interaction with networking hubs and marketing "MOT" zones.

The same goes for our B2E offsites and activations. People might work serious jobs, but we’re all human, and fun brings out the best in us. For example, our B2E activation, Backlot Studios. One space, eight contrasting movie scene experiences brought to life. London’s elite movers and shakers roamed our pop-up studio, stepping into iconic film sets, meeting costumed actors, and starring in their own gothic horror, space odyssey, or period drama. Even the F&B was woven into the cinematic world for true immersion.

Adapt or fade out

Society is evolving, and brand activations need to evolve with it.

Sustainability, inclusivity, AI ethics, and authenticity aren’t just trends—they’re expectations. The brands that understand this, adapt and push the boundaries will lead the charge. The ones that don’t? Well, they’ll be relegated to the nostalgia bin alongside dial-up internet and MySpace.

The future belongs to brands that create meaningful, culturally aware experiences. Be brave. Be bold. And most importantly - don’t be boring?

‍