Experiences resonate more deeply when they’re shared. Whether creating new collective memories or rekindling old ones, brands that invest in moments of togetherness are poised to dominate cultural conversations and leave a lasting impression in 2026.
Live Experiences Forge Cultural Memory
Streaming continues to break viewing records, inching closer to overtaking broadcast and cable television. Yet, the magic of live experiences remains unmatched in forging lasting shared memories and sparking real-time cultural dialogue.
Streaming platforms are leaning into this truth. Apple is reportedly bidding for Formula 1 rights in the U.S., while Netflix is integrating live channels like TF1 in France and airing original live programming like WWE’s Raw, which has consistently ranked in its global top 10 in 2025.
Meanwhile, platforms like DAZN are enhancing fan engagement through interactive features like Fanzone, which lets viewers play quizzes, vote, and connect with fellow fans during live events.
For marketers, these reimagined live moments offer fertile ground for brand-building through sponsorships, content integration, and immersive advertising that meets audiences where they are: in the moment.
Nostalgia Is the New Cool
Oasis is on tour. Buffy the Vampire Slayer is back on TV. The sequel to The Devil Wears Prada is in theaters. It’s not 1996 or 2006, it’s 2026, and we’re in the midst of a Millennial renaissance. This cultural revival taps into cozy memories for Millennials while sparking curiosity in Gen Z, who romanticize eras they never lived through.
Brands are capitalizing on this by reintroducing beloved products and riding the wave of reboots. Subway’s Happy Gilmore 2 integration and McDonald’s revival of the Snack Wrap, featuring The Wire’s Hassan Johnson, are prime examples of nostalgia-driven marketing that feels both familiar and fresh. Whether through limited-edition relaunches, aesthetic throwbacks, or cultural tie-ins, brands that credibly tap into “old-school cool” can spark renewed interest across generations.
What’s Next: From Digital to Physical, Shared to Experiential
Nothing forges powerful memories like collective, in-person experiences. In 2026, expect more online-only brands to venture into the physical world—not as stores, but as experiential venues. Netflix Houses in Dallas and Philadelphia are early signals of this shift. This trend reflects a broader movement: brands becoming culture connectors. As seen in Walmart’s immersive pop-ups and Spotify’s mood-based messaging features, the future of brand engagement lies in creating emotional resonance through shared rituals, whether digital, physical, or nostalgic.
Brand Takeaways for 2026
Looking to lean into shared memories? Consider the following opportunities:
-Invest in Live: Sponsor or create live content that sparks real-time engagement and cultural relevance.
-Leverage Nostalgia: Reintroduce iconic products or aesthetics that evoke emotional memory and cross-generational appeal.
-Create Shared Spaces: Build experiential venues or activations that turn brand interaction into collective memory-making.
-Align with Mood & Ritual: Use data and storytelling to connect your brand with emotional moments: comfort, hype, indulgence, or nostalgia.
To learn more about the key trends for 2026, get your copy of dentsu’s Human Truths in the Algorithmic Era | 2026 Media Trends report here.
