4 Surprising Studies Shaping Audience Behavior
As you ramp up for your 2025–2026 season, don’t fall into the trap of looking just at what’s coming from inside the sector.
Summer is the perfect time to step back, clear your head, and scan the bigger forces shaping audience behavior. These aren’t arts-specific reports—but that’s exactly the point.
True growth comes from looking outside the echo chamber.
Here are four cross-industry studies worth your team’s attention. Links included so you can read them on your patio with an iced coffee :
Havas' 2023 Meaningful Brands™ Global Report: Welcome to the Me-conomy
Consumers aren’t loyal for loyalty’s sake anymore. They expect brands—including arts organizations—to tangibly improve their daily lives.
SUBTA's 2024 Annual Report: Subscription Commerce Industry Outlook
The membership and subscription model is evolving fast. Flexibility, personalization, and episodic engagement are redefining what loyalty looks like.
Vogue Business/Archrival 2024: Gen Z Broke the Marketing Funnel
Today’s consumer doesn't move down a neat awareness-to-purchase path. They loop between inspiration, exploration, and community—rewriting how engagement works.
The Harris Poll/Quad's 2025 Report: The Return of Touch
The younger generations are craving real-life, sensory experiences and disconnection from digital overload.
Here’s to summer strategy sessions that spark fresh thinking—and maybe a little sand between the pages of your planning notebook.
