What you'll learn

Digital didn’t disappear, but it stopped being enough.

In this episode of Cart Culture, Emily Steele (CEO & Co-Founder, Hummingbirds) sits down with Erica Bonelli, Founder of Philo, to explore why experiential events are having a resurgence, what actually works beyond the hype, and how IRL moments influence purchase long after the event ends.

In this conversation we cover

What Broke in Digital and Why IRL Matters Again‍

Why attention collapse, AI-driven content overload, and digital saturation have made real-world experiences more valuable, not less.

What Actually Works in Experiential Events Today

The difference between forgettable activations and experiences people talk about weeks later and where brands consistently over- and under-invest.

From IRL to the Cart

How in-person moments build trust, familiarity, and cultural relevance that carry forward to shelf, ecommerce, and crowded retail environments.

Community, Culture, and Context

Why people don’t buy in isolation and how events place brands inside real communities that influence choice.

2026 POVs for Consumer Brands

What experiential formats are overdone, what’s underrated, and how brands can show up IRL without massive budgets.

Lessons from 40+ Experiential Events

Erica’s firsthand perspective producing events across CPG, food, and tech and the beliefs most brands aren’t ready to hear yet.

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