Sensation is all about reminding us what it means to feel human. But in the age of AI, what does that even look like?
Close your eyes…
Listen for that deep bass - the heartbeat of the moment.
Smell the chaotic mix of heat, movement and adrenaline.
Feel the sound vibrations moving through your body and bouncing off the wall.
Taste the surrounding energy; that sweet, sweet freedom.
Where am I?
Deep in the crowd at an AV rave…
Amongst the passion and urgency of a purposeful protest…
Walking a tight rope 100 ft in the sky, feeling the vibrations of the world below…
Does it even matter?
Sometimes seeing what’s in front of us takes away from the intensity of the moment. But that exhilaration is what we live for. So, we search for it throughout life. No matter who we are, or what drives us.
“Adventure is not outside man; it is within.” – George Eliot.
TLDR; We are all Sensation Seekers.
It’s the type of sensation, the anticipation and the afterglow that makes us different. The physical and the psychological intensity of the moment. The shared experiences and the times for introspection. Being simultaneously on top of the world and totally exposed. All of these tensions colliding to turn the mundane of the everyday into the extraordinary… Sensational, in fact.
That’s the Real World opportunity for brands: To acknowledge that in any given moment there is potential for either a passive or active interaction. And to turn one into the other, brands need to understand the sensations sought after by their people... and why.
Start by asking yourself a few questions…
What gets Gen A, B and Z out of (or into) bed?
20% of 18–24-year-olds in the UK admit they find a typical night out ‘boring’ and brands are responding to these changing dynamics, offering immersive experiences that provide a sense of escape and connection. Such as Mattel’s 2024 collab with Airbnb: inviting fans to experience the life of a Polly Pocket with a life size 90’s era ‘compact’ venue for the ultimate slumber party.
How do they want to feel?
What drives people is often underpinned by how they want to feel and the journey they need to go on to find that feeling. And that’s particularly true for sensation seekers – it’s all about feeling! Brands are too often focused on the world they want to create, not the experience they need to deliver a feeling people crave.
Take The Sphere in Las Vegas and its ability to create deeply personal moments within a collective environment. Its 360° wraparound LED display, beamforming and spatial audio, haptic seating, and environmental simulations transport audiences beyond the physical space, exploring the fusion of humanity and technology. It has the unique ability to transport audiences to entirely new worlds, while delivering a shared sense of adventure and discovery that has set the standard for immersive entertainment. In fact, in 2024 The Sphere set a record for concert revenue, surpassing all other venues in Bilboard Boxscore’s 50 year history.
Where next?
Whilst getting under the skin of people is the first step of understanding Sensation Seeking, keeping an eye on the horizon is critical. Our attention spans are shorter than ever; technology is outpacing legislation and ‘what’s hot’ today is simply mild tomorrow. For example; the role of technology versus human vulnerability… Sensation is all about reminding us what it means to feel human and in the age of AI, what does that even look like?
You don’t need a brief to start a conversation.
getintouch@stormbrands.co
