To date, our explorations have focused on the importance of individual responses to experiential spaces, whether that be in retail, entertainment or experiential marketing; however, as humans we are more than individuals, we are highly sociable, so focusing on the communal element of experiences is also highly important.
More than individuals
As social creatures, we know that humans have an innate need for connection with others. In fact, when individuals feel connected with others, research shows they are generally happier and more satisfied, in both their personal and professional lives. Sharing experiences with others, particularly when they evoke shared feelings and emotions, is one way to strengthen a sense of connection.
For example, think back to the last time you experienced an emotional event with many other people, whether that was watching your favourite band at a festival, cheering on a sports team or when you last went to church. It’s probably quite likely that you felt a sense of unity with others and experienced ‘we’re all in it together’ feelings, even though you didn’t know the people there.
Collective effervescence
Unsurprisingly, this sensation isn’t new. Over 100 years ago, Émile Durkheim, a pioneering sociologist, named this powerful sensation collective effervescence [1]. He described collective effervescence as a highly positive sensation that individuals experience when they come together with others around a shared purpose and feel a sense of shared emotion. Durkheim highlighted positive effects of collective effervescence for individuals and groups. Those experiencing collective effervescence not only feel happier and have a greater sense of meaning in life, but also forge a stronger connection and commitment to the shared beliefs of the group, or in other words, what the group stands for – whether that’s concerning music, sports or religion.
Interestingly, recent research has shown that the experience of collective effervescence is not just limited to large, emotional, collective gatherings or in-person events. It can also be achieved on a much smaller scale, during everyday activities. For instance, one study showed that simply watching a TV show with an engaged crowd of strangers was enough to produce the sensation of collective effervescence. What was key, was that the participants experienced enjoyment and the sensation that others were engaged and sharing in the same emotion [2]. In addition, virtual alternatives to group events such as live music events, church groups and fitness classes, gave individuals a much-needed boost of collective effervescence in difficult times during the COVID pandemic when social distancing measures were imposed [3].
Using flow and communal experience to create product awareness
Picking up on the colouring book and mindfulness trend, Coca-Cola launched Deep Spring in Australia with a huge public participation mural. Instead of delivering individual colouring books to audiences they wanted to reach, Deep Spring connected the flow state of colouring with the promised experience of drinking Deep Spring through an immersive experience that not only included those who participated but also those who watched.
Conclusion
So, in summary, by finding ways to harness the power of shared emotions, as event designers we can help foster stronger, more cohesive and committed collectives. What’s key is creating an experience that generates a shared emotional response around a shared purpose, which all individuals can participate in and feel connected to.
References
[1] Durkheim, É. (1912/1915). The Elementary Forms of Religious Life (J. D. Swan transl.). Georges Allen & Unwin Ltd. (Original work published 1912).
[2] Gabriel, S., Naidu, E., Paravati, E., Morrison, C., & Gainey, K. (2020). Creating the sacred from the profane: Collective effervescence and everyday activities. The Journal of Positive Psychology, 15, 1–26.
[3] Naidu, E. S., Paravati, E., & Gabriel, S. (2022). Staying happy even when staying 6 ft apart: the relationship between extroversion and social adaptability. Personality and Individual Differences, 190, 111549.
