In this third of six installments describing this experiential revival, we’ll explore the trend we call Safety First. As we discussed in our first installment, brands will prioritize a sense of safety and security into communications and physical environments to reassure an uneasy consumer. Consumers will be more selective and will scrutinize which face-to-face events they will attend. In order to increase their comfort level, event organizers are going to have to change how they monitor and clean the environments with which consumers interact. In fact, roughly two-thirds of consumers in a recent survey claimed that they will be more focused on the cleanliness and sanitation of venue environments and food service areas than they have in the past.
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