South Africans are more online than ever, using the internet for everything from email and browsing to streaming and social networking. The convenience is undeniable. Online shopping is widely seen as a life-simplifying tool, and most people rely on the internet as their primary source of information. But this constant connectivity comes with emotional side effects. 70% worry about how long they spend on social media, many admit to scrolling aimlessly, and more than half feel unsettled by how accurately online advertisements seem to know them. This tension in the digital space is creating a new opening for marketers to reconnect with people in ways the online world no longer can.
Why Digital Fatigue Is Fueling a Return to Real Experiences
Although technology enables easy access to information and services, consumers are becoming increasingly wary of its impact on their emotional well-being. Many say the internet has made people feel less connected despite promising the opposite, and concerns about privacy are growing. With close to 65% worried about the data companies collect, and a similar proportion unwilling to let anyone see their browsing history, trust is becoming a scarce commodity. These feelings are pushing consumers toward experiences that feel more grounded and human, making experiential marketing uniquely positioned to thrive.
Real-World Interactions Are Becoming a Trust Signal
In a landscape where digital engagement often feels transactional, a real-life activation becomes a moment of transparency. The rise in data anxiety is reshaping how consumers interpret brand interactions, with many feeling that online tracking has gone too far. In this environment, a physical experience is free from algorithms, hidden data mining, and targeted surveillance. People respond to this shift with enthusiasm because it restores a sense of control. When a brand shows up in a tangible way, consumers are more willing to listen, participate, and remember. In a privacy-conscious era, experiential marketing becomes more than a campaign tactic; it becomes a trust-building mechanism and a competitive advantage.
Technology Enhances Experiences Instead of Replacing Them
Despite their fatigue, consumers are not anti-technology. Many believe artificial intelligence is simply the next stage in human evolution, and they recognise the value of augmented and virtual reality in helping them understand products before they buy. This creates an important opportunity. When technology is used to enrich an experience rather than dominate it, engagement increases naturally. Consumers appreciate immersive tools when they feel additive, not intrusive.
How Experiences Support the Modern Purchase Journey
The purchase journey has become non-linear. Consumers browse online, compare in person, return to an app, or choose click-and-collect depending on what feels easiest in the moment. This fluidity makes experiential marketing highly effective because it interrupts the cycle with a moment that has emotional weight. A powerful in-person interaction can shape consideration long before a consumer reaches checkout. It allows them to visualise how a product or service fits into their life, which influences decision-making in a way standard digital advertising cannot replicate.
Shared Moments Extend Brand Impact Online
Even though social media can feel overwhelming, it remains a platform for sharing moments that matter. Around 75% of South Africans use social platforms to stay connected and express themselves, which means a memorable real-world activation naturally multiplies its reach. People photograph it, talk about it and turn it into content without being prompted. Experiential marketing doesn’t rely on forced virality. It relies on genuine excitement, and that excitement carries itself into the digital world through authentic storytelling from consumers.
Emotional Resonance Drives Deeper Engagement
Experiences stand out because they create emotional memories. When digital content feels repetitive or overly targeted, consumers may feel detached. But a live event, a hands-on activity or a sensory moment triggers connection. This emotional resonance increases brand recall and strengthens affinity. The data shows that people are hungry for pleasure, meaning and connection, and experiential marketing taps into all three simultaneously. It gives consumers stories to tell rather than ads to skip.
The Shift Towards More Mindful Digital Behaviour
Although people continue to rely on the internet for daily tasks, there is a noticeable shift toward more intentional use. Many express concern about privacy, screen time and the emotional effects of online life. This growing mindfulness is making consumers more selective about the brands they invite into their digital spaces. Experiential marketing provides an alternative pathway to connection, allowing brands to meet consumers in a space where they feel mentally present rather than digitally overloaded.
The Social Element That Strengthens Brand Communities
Experiences are inherently communal. Whether it’s a pop-up event, an interactive activation or a product trial, the social dynamic reinforces the brand message. People enjoy moments where they feel part of something, especially when those moments offer fun, discovery or excitement. Experiential marketing creates opportunities for shared meaning, and those moments contribute to long-term brand love. When consumers feel part of a brand’s world, loyalty grows naturally.
Why Experiential Marketing Will Lead Brand Engagement in 2026
The data signals a clear shift: consumers want real connections, emotional depth, and meaningful interactions. They’re looking for brands to meet them in spaces where they feel human again, not just monitored. As digital fatigue rises and privacy concerns grow, experiential marketing offers a powerful complement to digital strategies. It’s not about replacing digital touchpoints, but about adding layers of engagement that build authenticity, trust, and memorable experiences. In 2026, brands that combine experiential and digital engagement will best capture the attention and affection of consumers craving more than just another online interaction.
Methodology
YouGov Profiles+ South Africa, 30 November 2025
Nationally representative sample n=24911
