Summer’s in full swing and with that comes the buzz of gigs, getaways, festivals and spontaneous moments that bring people together. It’s more than just fun in the sun. These moments remind us why human connection matters and more importantly, why brands need to be showing up in real life.
As someone who sees the power of live events every day in pluto, I’ve felt it firsthand: the buzz of a room when a brand gets it right, the stories that start over shared experiences and the loyalty that lives on well after the event is over.
Events are no longer a ‘nice to have’, they are fast becoming the most powerful tool in building trust between brands and their audiences.
When done with real thought and care, events don’t just promote something — they create genuine relationships.
Here’s why that matters now more than ever:
🪩Live Experiences Drive Trust
91% of consumers feel more positive about a brand after participating in events and experiences.
(Event Marketer, “EventTrack”)
85% of consumers are more likely to purchase after attending a brand experience.
(EMI & Mosaic, Experiential Marketing Content Benchmark)
🤼 Events Build Human Connection
In a digital-first world, 78% of marketers say in-person events are the most effective channel for creating personal connections.
(Bizzabo, 2024 Event Marketing Report)
🤝 Events Create Authenticity — A Core Trust Driver
84% of attendees say they value brands that create memorable experiences — not just transactions.
(Freeman Global Brand Experience Study)
Gen Z and Millennials are 2.5x more likely to trust a brand after experiencing it in person.
(Morning Consult, Gen Z Report)
🪙 CMOs Are Increasing Event Budgets
67% of CMOs plan to increase spend on experiential marketing in 2025, citing trust and loyalty as key ROI indicators.
(Forrester / Harvard Business Review Analytic Services)
🚀 Outperform Digital Alone
While digital ads can create reach, events create retention: People remember live brand experiences 2x more than digital ads.
(Event Marketer)
We’re all looking for something real — especially in a world of algorithms and endless scrolling. Live events bring something we can’t swipe past; presence, emotion and trust.
