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Consumer Confidence in Events Grows by 94% Post Vaccine Announcement

Trends and Insight 282 Add to collection

New research from Momentum discovers positive surge for experiential and events sector

Consumer Confidence in Events Grows by 94% Post Vaccine Announcement

Since the announcement of the Covid-19 vaccine, the desire to attend live events and experiences in groups of people over 20 has grown by 94%, according to a new study from Momentum Worldwide. The study reveals the shift in mindset and identifies the up-to-date requirements consumers want brands to fulfil. 

Back in April, consumers were heavily focused on wanting brands to directly react to Covid-19, with 85% believing brands should donate time, money or materials to help. Now, the focus has shifted and consumers have high personal and emotional demands from the experiences they choose to attend: 

  • 83% of people globally believe experiences are a fundamental piece of who we are as a global culture. 

  • 85% of US consumers are seeking support of their mental wellbeing

  • 89% of US consumers are seeking comedic relief 

  • 76% of US consumers are seeking investment in the causes and communities they care about  


Abbie Baehr, SVP, global brand strategy at Momentum Worldwide comments: “Seeing the positive impact the vaccine news has had on consumers is a huge step forward for brands. It’s been an incredibly tough year for the experiential sector, like it has been for many others too, but it’s also been an amazing time for innovation. A new era of blended virtual and physical events will unfold in 2021 and it’s fantastic to know consumers are ready to embrace them.”

The results derived from questioning consumers in late October and then again at the beginning of December as a barometer for consumer attitudes toward attending events and physical experiences. 

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Momentum, Fri, 18 Dec 2020 10:51:24 GMT