US audiences are choosing experiences that feel authentic over those that feel designed to impress. The data reveals what they’re actually responding to in 2026, says James Howitt, VP Client Experience, Identity
Since joining Identity to lead our US operation from New York, I’ve been drawing on the considerable market intelligence we’ve built here over the years. The question our clients ask most frequently isn’t about event formats or technology platforms. It’s simpler and harder: what do audiences actually want?
The data gives us clarity. The US events market reached $466 billion in 2025, with 74% of Fortune 1,000 companies planning budget increases for 2026. But here’s what matters more: 76% of Americans report connecting more deeply with brands through in-person experiences, and 85% are more likely to recommend events with excellent customer service. Audiences aren’t just attending. They’re actively choosing experiences that deliver something screens cannot.
Authenticity over spectacle
We’re witnessing a fundamental shift in what resonates. Younger audiences, particularly Gen Z, are moving away from status-driven experiences toward what they describe as “low-key vibes” and genuine connection. Around 60% of consumers across demographics now question the authenticity of brand content more than they did previously. The response from audiences is direct: they reward brands that feel unmistakably human and penalize those that don’t.
The numbers support this. Approximately 71% of consumers prefer brands that personalize experiences, but crucially, only 60% say they actually receive personalized treatment. This gap represents the opportunity. When audiences feel chosen rather than marketed to, 80% become more likely to purchase. When they experience genuine human connection, over 82% are willing to share data for more customized interactions.
Intimate gatherings and micro-events under 200 participants are gaining traction precisely because they deliver on this expectation. Audiences aren’t seeking scale. They’re seeking relevance.
The human connection premium
Perhaps the most telling trend is the premium audiences now place on authentic human interaction. More than 84% of consumers expect both online and in-person options, but their preference reveals something critical: 80% consider in-person events the most impactful marketing channel they encounter. After years of digital saturation, a third of consumers are predicted to actively choose offline over online brand experiences in 2026.
This isn’t nostalgia. It’s demand. Approximately 50% of consumers plan to abandon or significantly limit social media due to quality concerns, forcing them toward authentic interactions elsewhere. The experiential marketing sector, now valued at $53.83 billion, captures 38% of the broader marketing services industry specifically because it delivers what digital channels cannot: tactile, multi-sensory moments that create emotional resonance.
Audiences engage 65% more with experiential formats. They spend 27% more time at well-executed events than poorly designed ones. When brands create immersive, story-driven experiences, attendees don’t just participate. They amplify.
Trust drives everything
The underlying factor in all audience behavior for 2026 is trust. Around 66% of consumers expect brands to understand their needs, and 62% report losing loyalty when personalization fails. But trust extends beyond knowing preferences. Audiences want transparency about data use, authenticity in messaging, and experiences that align with stated values. Approximately 60% of Gen Z adults specifically prefer brands aligned with their values, and they can detect performative marketing instantly.
The corporate response has been measurable. Corporate event spending per attendee has reached $169 per day, with companies directing 47% of technology investment specifically toward engagement infrastructure rather than logistics platforms. Organizations recognize that earning attention requires delivering value audiences actually feel.
What this means for brands
The market will reach $651 billion by 2032, but growth alone doesn’t guarantee success. Audiences have become sophisticated evaluators of brand intent. They expect experiences designed around their actual needs, not marketing objectives dressed up as engagement.
The brands succeeding in this environment are those treating events as strategic opportunities to demonstrate understanding, build community, and create moments worth remembering. They’re moving from broadcast to conversation. From programming to co-creation. From attendance metrics to emotional impact.
From where we operate in New York, coordinating the client experiences Identity has developed across the country, the pattern is consistent: audiences will show up for brands that genuinely understand what connection looks like in 2026. The question isn’t whether your brand can create an experience. It’s whether you’re willing to create one that audiences would choose to attend, share, and return to.
The numbers prove the opportunity exists. How brands show up for it determines everything.
