You Can’t Dupe an Experience
Why I believe more and more brands are betting on the human desire to belong.
Good afternoon, everyone... welcome, let's chattttttt something that's been on my mind.
The experience economy isn’t new, but the way it's dominating our feeds right now is certainly no coincidence.
From pop-up cafes and immersive installations to invite only wellness events and branded Pilates classes, it’s clear that brands are shifting their focus, and it's all happening very fast.
In a time where recession indicators are practically a genre on TikTok, we’re seeing the luxury market recalibrate, as large-scale/big-ticket products don’t hold the same power they once did. I remember when I used to save every cent I earned (which wasn't a lot, mind you) to try and buy into the latest designer whatever... Now I feel I'm caring less and less - and so are my friends around me. It comes down to one important thing - community. Purchasing designer items used to allow you to fit into a brand community - with each item your ticket into the club, but as that has become less accessible and with the dupe economy booming, consumers have more choice, better access, and less brand loyalty than ever. You can dupe the bag, the serum, the vibaaaay (vibe), but you can’t dupe the feeling of being there, and I think that's what brands need to realise. Especially with the rise and rise of AI.
That’s why we’re seeing the luxury market in such an interesting space atm - everything is getting duped and we are not mad about it.
What usually happens in downturns is that people don’t stop spending, they just start spending differently. Consumers are chasing value, and in a content-fuelled world, value has become less about ownership and more about participation and building a sense of community. Products may signal status, but experience signals access, and access, right now, is the real luxury.
For brands, that means a pivot, not just selling something, but creating a moment to be part of.
Experiential marketing is nothing new, but the sudden experiential aspect of brand activity reflects something deeper... I mean, you only have to look at Europe now to see that every single luxury brand is doing a beach club, pop-up or activation, and I believe this is a response to economic pressure (a recession indicator if you will, aha). They are reinventing the basic offering to make it an #experience and #brand activation (I know i'm a sucker for doing that, I do like to rip on myself and others for doing that, otherwise what's the point of it ?!!!! hahaha!).
When consumers are cutting back, experiences - especially free or low-cost ones - feel higher value, they allow people to “buy in” emotionally without buying anything at all or buying in opn a low-cost item. For example, the Prada cafe, a small macaron with the Prada logo that is going to get amplified beyond doubt on social media, is one hell of a lot cheaper to buy into a brand than a $5K handbag.
It’s no longer about having the handbag; it’s about being in the room where the brand showed it first. The photo moment, the invite, the memory, these are now becoming the currencies of modern luxury.
I really believe that today's consumer isn’t just looking for status, they’re looking for permission to participate. A lifestyle they can tap into, a story they can tell, without breaking the bank as many, many people in today's climate don't have enough "bank" to break.... so naturally, the brands are leaning in hard.
That's why you constantly see brands building micro worlds, digital-first communities, and real-life activities that feel like you’ve unlocked something special and unique.
I personally believe that at its core, this shift speaks to a more emotional, more human desire to belong - everyone wants to belong.
The clever brands are realising that belonging scales. It creates stickiness, advocacy, and visibility. The right experience turns a customer into a content creator, a fan, or a community member.
My top 5 PR & Activation tips for brands in the experience economy
You may agree or disagree...so read and listen if you care too....
In 2025, luxury is no longer about price; it’s about access, energy, and who’s in the room. I believe that for brands, the opp isn’t just in pushing product, it’s in creating culture. Below are five strategic ways to do exactly that:
1. Create conversations and connections (build community), not just awareness, awareness, awareness...
2. DELIVER: You don’t need a multimillion-dollar budget to make an impact, to be honest, when there is too much $$$ spent sometimes it also does the wrong thing and gives #ick. A limited run of branded merch or an unexpected doorstep delivery can create more cut through than a traditional campaign, if it’s executed right.
3. Everything you do, you need to be able to amplify it across social media.... otherwise, you need to ask yourself, why are you doing it?
4. Build community through accessibility/ access
Give your audience a way to participate, whether that’s early access, event invites, or community-first experiences. Let them in.
Brands like Refy are leading the pack with a brand trip (for consumers). You heard that right - they took members of their Instagram broadcast channel on a community trip to Mallorca (the dream - I mean, can you even imagine?)!
5. Earn the hype: PR and earned media are still your greatest allies, but only if you give people something to talk about. The story needs to be integrated into the stunt/activation - that is what my company MVMNT does and is second to none at it... Everything we do and any activation we create is designed to have a press office moment to get into traditional news cycles. We will always find a way to build this in, and I have come up with a little formula to do so...this is how you make sure your brand shows up in culture, not just in a campaign!