Hello and welcome to the new blog series from We Are Collider. Over the coming weeks, we’ll be grappling with the findings of our most recent piece of scientific research: The Experience Index , a fascinating and meticulous analysis of the world of brand experiences.
Created in partnership with behavioural scientist Patrick Fagan, the report builds on our proprietary MARVELS™ framework to explore what makes experiences unforgettable. Drawing on a national survey of 2,005 UK adults, it uncovers the motivations, emotions and expectations driving audiences in 2025 and reveals five experiential trends that we believe will shape the future of brand experiences.
These are:
- Duality
- Culture Over Campaigns
- Blended Realities
- Earn Trust, Not Attention
- Turning Moments into Momentum.
Today’s blog will be the first in a five-part series exploring each trend in depth, exploring ‘duality:’ the tension between surface-level fun and deeper meaning.
What is Duality?
The ‘Duality’ trend describes the gap between what draws people to a brand experience and what actually makes it memorable. In the research, we found that audiences are often enticed by the promise of light-hearted enjoyment (fun, free samples and social buzz), but what actually lingers after the event is done is something much more substantial.
The findings revealed a fascinating contradiction. When asked what would make them most likely to attend a brand experience, 49% said to have fun, 42% to be entertained, and 38% mentioned free samples. These are extrinsic motivators, quick hits that grab attention, but when asked what they value once they’re there, the answers changed. 49% said they valued learning useful information, and 42% described the best experiences as intellectually stimulating. It turns out people might come for the fun, but they stay for the meaning.
Several cultural forces are pushing this change. The rise of edutainment has blurred the line between learning and leisure, with audiences expecting to be entertained and enriched in equal measure. Post-pandemic selectivity means that people are far more intentional about where they spend their time and money, meaning experiences need to feel worthwhile, not wasteful. Also, as pop-ups and activations multiply, experience fatigue is setting in. Audiences are no longer satisfied by visual flash alone; they crave emotional and intellectual nourishment.
Generational insights
The research also revealed key differences between generations:
● Boomers (55+) place the highest value on usefulness and learning. 56% say that gaining useful information is important. They attend fewer events but expect them to be practical, relevant and well delivered.
● Gen X (35–54): 48% valued learning, and 41% said a good experience gets them thinking. They’re motivated by depth and professionalism more than novelty.
● Millennials (25–34) emerge as the most intellectually curious. 50% describe great experiences as intellectually stimulating, but they also expect them to be social and visually engaging. This group wants growth and connection in equal measure.
● Gen Z (16–24), by contrast, are driven by fun, aesthetics and social validation. 49% attend for fun, 42% for entertainment and 38% for free samples. They see experiences as part of their social identity – moments to share, not just attend.
● Finally, Gen Alpha (12–15) show similar traits. They’re playful, curious and digital by default. For them, shareability and participation are key.
Takeaways for brands
For brands looking to tap into ‘duality,’ it all begins with making brand experiences irresistible. Spectacle, sound and sensory detail draw people in, while bold visuals and social-first storytelling capture attention in a scrolling world. For younger audiences, the experience must feel instantly shareable and emotionally charged.
Smart segmentation is also essential. Brands can’t rely on one-size-fits-all experiences, so the balance between entertainment and meaning has to flex with the audience. Gen Z and Alpha, for example, respond to creativity, play and participation, preferring experiences that are interactive and easy to share. Millennials and Gen X look for personal growth and purpose, drawn to storytelling or workshops that reflect their values. Boomers value clarity and usefulness, favouring experiences that are practical and trustworthy.
Across all groups, the old rule holds true: fun is the hook, but meaning is the reward.
Experiences we’re fans of
Some of the best examples of Duality come from brands that really understand how to blend spectacle with substance. Take Riot MSI. At first glance, their experience’s appeal was pure excitement: hyper-real statues of League of Legends Champions appearing in city centres, creating a striking moment for fans and passers-by alike. Yet beneath the surface was a depth that turned admiration into engagement. Each statue included a QR code that unlocked exclusive digital content, from game lore and event schedules to community hubs, offering fans new ways to learn, connect and immerse themselves in the world they love
In conclusion
As expectations rise and attention fragments, experiences that only entertain will struggle. To succeed in 2025, brand experiences must be both magnetic and meaningful, making ‘duality’ the key. Fun may bring people through the door, but substance makes them stay.Want to design brand experiences that balance excitement with emotional and intellectual depth? Speak to Anton Jerges on how The Experience Index and MARVELS™ can elevate your next activation: 📩 anton.jerges@wearecollider.com
