In a world where attention and engagement are scarce, experiences are the new currency.
Why? Because people don’t love seeing or watching ads. In fact, nearly a third of adults use ad blockers at least sometimes, according to eMarketer.
People do love experiences, though. That is a key reason 51% of marketers plan to increase their spend on experiential marketing between now and 2026, per AnyRoad. But experiences don’t have to be big and flashy. Even something as simple as gamification grabs people’s attention and encourages loyalty.
Among active consumers—those who value wellness, achievement, and belonging—the desire for experience has led to an increase in real-world and online communities focused on activity, such as running clubs.
According to Strava’s “Year in Sport: The Trend Report,” 2024 saw a 59% boost in running club participation globally as people increasingly turned to sports and fitness to find community, with 58% of survey respondents sharing that they made new friends via fitness groups. But running isn’t the only group activity that saw a lift; for those who enjoy a more relaxed pace, walking clubs saw 52% growth in 2024.
Interrupting these active consumers with ads won’t command their attention or gain their loyalty. But what can accomplish that is incorporating messaging into their favorite activities. By tapping into their passions or building off existing experiences, brands show an affinity with these consumers—which is key to attracting their interest and loyalty. Just as important, brands benefit from the halo effect of being associated with activities the consumers love.
To engage today’s active consumers, brands need more than ads—they need to create moments that matter. So, the race to win over this audience has three legs: capturing attention, driving engagement, and building loyalty.
Lace up your running shoes and hit the road with us as we explore how Strava, the app for active people, has enabled brands to come out ahead on all three.
