Experiential as a Platform for Communicating Shared Values: Inspira’s CEO Jeff Snyder

Creating experiences is one thing—creating movements that make a lasting impact? That’s where Inspira leads the way. In our first white paper of 2025, we had some real talks with our team of trailblazing experts, including Inspira CEO, Jeff Snyder, discussing experiential as a platform for communicating shared values.

INSPIRA: How do you align experiential marketing campaigns with brand values to build consumer trust?
JEFF: Experiential marketing is where brand and its values come to life. At its core, it’s the most powerful medium for translating a brand’s purpose into something tangible, memorable, and deeply personal for consumers. By leveraging robust consumer insights and aligning them with a brand’s unique identity, we can create experiences that not only resonate emotionally, but also build a sense of shared values.

This connection fosters trust—a critical metric in today’s crowded market. For consumers, participating in an authentic connected brand experience reinforces their belief that the brand is aligned with their own priorities, whether that’s sustainability, inclusivity, or innovation. Experiential isn’t just about driving a single moment of connection; it’s about laying the groundwork for a relationship that grows over time, enhancing the lifetime value of the customer, and positioning the brand as a trusted partner in their lives.

INSPIRA: What metrics should be prioritized when measuring the success of relationship-driven experiences?
JEFF: While transactional metrics like ROI and sales conversion are important, they can’t be the sole indicators of success for experiential marketing. What truly sets experiential apart is its ability to foster relationships—something that’s harder to measure, but invaluable in the long run.

In today’s landscape, metrics like brand affinity, sentiment, and consumer trust should take center stage. These indicators capture how well an experience resonates with its audience and whether it strengthens emotional ties to the brand. Additionally, the impact of user-generated content (UGC) can’t be overstated. The stories consumers share during and after an experience amplify the brand’s reach and serve as powerful endorsements.

Brands that balance these relational metrics with traditional performance indicators position themselves to build both immediate impact and lasting loyalty.

INSPIRA: What challenges and opportunities do you see shaping experiential marketing in 2025?
JEFF: One of the biggest challenges—and opportunities—is evolving how brands think about experiential. Too often, it’s treated as a one-off event rather than an integrated campaign. But experiential should be the cornerstone of a broader strategy that builds momentum before, during, and long after the activation.

The opportunity lies in creating experiences that are more than just memorable—they must be meaningful. Today’s consumers crave authenticity, and brands that deliver unique, shareable moments have the power to spark anticipation and FOMO. The key is to think beyond the event itself and design campaigns that allow consumers to co-create the narrative.

For example, the integration of CRM strategies, influencer partnerships, and experiential design ensures that every touchpoint reinforces the brand’s value. According to Event Marketer’s Experiential Forecast, 66% of marketers report that the value of activations is increasing, and this momentum shows no signs of slowing down₁. Experiential marketing is evolving into a critical lever for driving not just awareness, but emotional connection and brand loyalty.

INSPIRA: What shifts have you seen in the C-suite when it comes to experiential? Are you seeing increasing investment?
JEFF: There’s been a significant mindset shift in the C-suite over the past few years. While digital and AI remain important tools, leaders are recognizing that they can’t fully replace the human connection. Experiential marketing delivers that connection in a way no other medium can, creating moments that forge deeper relationships and foster brand loyalty.

We’re now seeing a renewed focus on live experiences. For several years, brands adopted a cautious “wait and see” approach, allocating budgets to experiential but hesitating to commit fully. That’s changing. C-suite executives are taking a more strategic approach, giving their teams the time and resources needed to plan integrated, high-impact campaigns.

And the investment is following. According to Event Marketer, 74% of marketers are increasing their event budgets in 2025₁. This isn’t just a trend—it’s a strategic pivot toward experiences that generate awareness, deepen relationships, and ultimately drive sales.

INSPIRA: Do you see more budget shifting to experiential in the next few years? Why or why not?
JEFF: Without a doubt. As our world becomes increasingly digital—dominated by AI chatbots, algorithms, and automation—the human need for connection becomes even more pronounced. This creates an unparalleled opportunity for brands to step in and foster that sense of community through live and connected experiential moments.

Scott Galloway, the marketing futurist and professor, recently called attention to the loneliness epidemic, particularly among younger generations, and it’s something we can’t ignore. People are craving authentic connections, and experiential marketing is uniquely positioned to deliver those moments of shared meaning and purpose.

We’re also seeing strong ROI from these efforts. Half of marketers report that they’re seeing increased returns on their experiential investments₁. When done well, these activations don’t just engage consumers in the moment—they create ripple effects that drive loyalty and advocacy over time. I believe that as brands continue to see the value of this approach, experiential will become an even more central part of their budgets.

Want to learn more experiential marketing trends that fosters deeper relationships? Download your copy of our Shaping Experiential Marketing Trends for 2025 White Paper HERE.