Brands are getting more physical

In this first half of 2026, we see that marketers are increasingly channeling the Australian songstress Olivia Newton-John and her 1981 hit that called the world to “get physical.” The big shift we see is that brands are rediscovering the power of the physical experience, the touch, the communal moment, the atmosphere, and the desire for human connection. As AI-generated content floods screens with efficiency, creativity, and personalization, more brands are also leaning into the physical experiences that offer this human energy. These experiences are real, memorable, and shareable—and they anchor brands in lived moments that blur into culture rather than drifting into potential artificial insignificance. This is something that Vogue Business sees most deeply with the Gen Z audience (which now has a spending power in the U.S. of $360 billion). This generation is demanding experiential retail, emotional connections, and immersive experiences as part of omnichannel strategies. Vogue stat