Tribe & Trusted

The research set out to interrogate what brands and creative agencies are looking to achieve from an activation, and what the biggest drivers for attendance are in a world where consumers are bombarded with digital ads from brands.

The survey’s respondents are recognised leaders in brand activations - from creative and field marketing agencies to corporate brands across sectors including retail, gaming and fashion

Highlights of the insight paper include:

• Organisations are prioritising face-to-face marketing and live experiences in order to widen their outreach, and to develop a deeper understanding of how their customers behave and interact with their brand.
• The economy and uneasy consumer outlook is being mitigated by brands who seek to amplify deeper and more enduring customer relationships. Consumers also value authentic experiences and the opportunity to build a relationship with a brand they can trust.
• How we interact with each other has changed in recent years with social media exacerbating this shift. Today’s guest wants to be part of a dynamic and exclusive experience with a likeminded tribe of consumers, drawn by shared values and outlooks.
• Sustainability and diversity are key considerations across the board. This reinforces the point that loyalty is established through shared outlooks, values, transparency, and trust. The focus is just as much on the purpose behind a brand as the product itself.