Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment – they want to have a positive impact on themselves or society as well.

Why it matters

Young people are keen to get back to live events, not just because they’ve been denied them for so long during the pandemic but also because they understand that experience will be good for their mental wellbeing. They are also drawn to events that reflect the person they are or want to be. Marketers will have to rethink how they design brand experiences...