Why IRL Is Surging in 2026
2:00 – 3:10
This conversation is part of Cart Culture and focuses on the forces behind what ends up in the cart. At Hummingbirds, much of the work centers on retail awareness and retail behavior—how brands build visibility and momentum at the store level. This session explores how in-real-life (IRL) experiences influence consumer choice and community trust.
3:16 – 4:08
Emily Steele, co-founder and CEO of Hummingbirds, introduces the theme: IRL experiential marketing. The goal is to explore how in-person moments build trust, what formats feel overdone, what’s underrated, and how events place brands inside real communities that influence buying behavior.
4:40 – 6:08
Erica, founder and CEO of Philo, shares her background in tech strategy and messaging before launching a full-service event design studio focused on CPG brands. In 2024, she noticed experiential marketing had not rebounded meaningfully post-COVID. At the same time, digital saturation and AI acceleration created a stronger need for human connection—both personally and commercially.
What Broke in Digital Marketing
6:35 – 7:57
Several cultural and marketing shifts are driving IRL resurgence:
- Many Americans report having very few close friends.
- Adults in the top 25% of social media usage are twice as likely to report loneliness.
- The average user attention span is under 8.5 seconds.
- Consumers encounter thousands of ads per day across platforms.
For CPG brands—especially food and beverage—communicating taste, sourcing, founder story, and product differentiation in under eight seconds is nearly impossible. Paid digital channels are also becoming more expensive and less efficient.
8:04 – 9:00
Consumers now expect transparency. They want to know founders, sourcing practices, and brand values. Packaging space is limited. Social media space is limited. IRL provides dimensional storytelling that digital alone cannot.
What Separates Memorable Activations from Forgettable Ones
9:26 – 10:29
The difference between events that build loyalty and those that fall flat is substance—what Philo calls “the magic.” This includes:
- A thoughtful guest list (customers, influencers, media, industry)
- A strong, relevant theme
- Built-in conversation triggers
- Sensory details: lighting, ambiance, music, scent
10:36 – 11:25
Example: For Rozie Tea, Philo hosted a “Teaquinox” party on the fall equinox—aligning with the brand’s focus on balance and ritual. Guests wore mood rings tied to tea packaging colors to spark conversation. The theme was seasonal yet unexpected, creating authentic engagement.
The IRL Flywheel Explained
12:22 – 14:30
Experiential ROI isn’t always captured in last-click attribution. Instead, think in terms of the IRL flywheel:
- Consumer attends event or tries product.
- They post socially—creating a cultural signal (identity, taste, status, interests).
- Others discover the brand, search it, follow it, or recognize it on shelf.
- New customers purchase and repeat the cycle.
Retail purchases often trace back to an earlier IRL moment—even if analytics never show that connection.
Case Study: Brami’s Multi-City Retail Activation
16:29 – 18:28
Brami, a protein pasta brand, launched in Costco and supported it with a multi-city experiential tour.
- Generated hundreds of thousands of social views per day during activations.
- Drove hundreds of social tags from event attendees.
- In Seattle, 130+ attendees showed up—almost 100% had never tried Brami before.
The strategy was simple: once people try Brami, they convert. Sampling at scale—paired with social proof—accelerated velocity in retail markets.
18:35 – 19:05
Even anecdotal examples show flywheel impact: a family member recognized the brand on shelf because of an Instagram post and purchased without ever attending the event.
Budget, ROI & Scaling Experiential
21:45 – 22:13
Experiential events can range from $6,000 all-in to $250,000+. Impact does not correlate directly with spend.
Ways to reduce cost:
- Partner with local chefs, bartenders, or organizers
- Source vintage décor instead of renting
- Keep guest counts intimate
- Leverage existing community gatherings
34:23 – 35:40
For early brands, the question becomes: What is the cost of not doing experiential?
- No social proof
- No authentic user content
- No professional lifestyle photography
- No real-world sampling
One event can produce evergreen seasonal content, founder storytelling material, PDP imagery, and social series for years.
Designing for Connection & Community
30:40 – 32:49
Events should be designed for conversation and belonging. Ideas include:
- Leadership archetype stickers (oak tree, river, sunflower, mushroom)
- Mood rings tied to brand packaging
- Tarot readers offering playful “future” insights
- Edible name cards written on crackers
The goal is reducing awkwardness and enabling strangers to connect—deepening brand affinity.
36:30 – 37:24
Interestingly, Gen Z and Gen Alpha are leading the IRL resurgence. Despite being digitally native, they are fueling digital detox trends and seeking offline experiences.
Creators, Cultural Signals & Authenticity
24:43 – 26:20
Creators play a major role in experiential amplification. However, activations built purely “for the grid” often lack depth. Consumers can distinguish authentic enthusiasm from transactional sponsorship.
Smaller creators with strong community leadership (book clubs, cookbook clubs, niche gatherings) often drive more meaningful engagement than large but disconnected audiences.
43:47 – 44:42
Data capture typically happens at registration (Luma, Eventbrite, etc.). Asking thoughtful questions during RSVP increases opt-in commitment and reduces drop-off.
