SOCIAL
STUDY 2026
For
brands
Harness the reset to real to activate your brand.
HEAR IT THROUGH THE GRAPEVINE
Use paid promotion to amplify trusted community voices. Partner with micro-influencers, past participants, and local creators who can authentically recommend your experience, then boost their organic advocacy.
Supporting stats:
69% prefer finding events through personal networks
52% prefer events that feel "under-the-radar"
36% enjoy digging for hidden gems
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Cause First,
Brand Second
Lead with community impact. Support real causes and let attendees co-create the experience rather than consuming pre-planned brand messaging.
Supporting stats:
73% more likely to attend cause-tied events
50% want purpose beyond entertainment
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Neighborhood >
National
Collaborate with neighborhood businesses, celebrate local culture, and create experiences that attendees would want to attend even if your brand wasn't involved.
Supporting stats:
89% want local community connection
51% crave block parties with food and music
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Participation
Over
Presentation
The best brand experiences happen when attendees become co-creators. Design workshops, skill-shares, or cause-based activities where your brand facilitates rather than performs so people can contribute, create, and collaborate.
Supporting stats:
33% want active participation rather than passive watching
59% are drawn to cause-based events (US)
50% want purpose beyond entertainment
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No Forced
Socializing
Design spaces with varied engagement levels – quiet corners, hands-on activities, and optional interactions that respect different comfort zones. The goal is genuine connection, not forced networking.
Supporting Stats
58% prefer low-key socializing
45% say "I like to control how and when I interact"
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Mash up Your
Approach
The most memorable brand experiences happen at the intersection of unexpected worlds. Blend your brand purpose with surprising combinations.
Supporting stats:
69% want events combining multiple interests
47% are interested in mashup events
42% are “curious about how different cultures or scenes interact”