Is societal change driving events to the centre of marketing strategies?

Joining James Dickson on the Event Industry News podcast this week is DRP Group’s Head of Insight & Innovation Callum Gill.  The podcast focused on the societal change that has been driven by millennials and Generation Z, and how events now represent levels of social acceptance among young people. As Callum explains at the very start of the episode, in a climate where many young people don’t own cars and may never own a property, social status is now defined by the events they attend and the experience they can reference. Callum highlights how – by realising the situation we find ourselves in – brands can be harnessing the power of events and placing them at the epicentre of their communication strategies.