A few years back, experiential marketing agency Invision set up a research arm to keep a pulse on what actually moves audiences, especially at events.
Its latest report, Business of Experiential ’26: Designing for Trust, is based on a survey of more than 1,000 U.S. B2B attendees who did something after an event, whether that meant posting about it or making a purchase.
To break it down, the team recently hosted a LinkedIn webinar led by Evan Strange, alongside Sam Rudelich, Michelle Bartosiewicz and Eileen Page. The big takeaway? It all comes back to trust.
More than anything else—personalization, networking, even the brand story—trust is what gets people to act. And it’s surprisingly easy to lose. Things like overpromising, feeling overly “sold to,” or being vague about how attendee data is used can turn people off fast. On the other hand, what builds trust is pretty straightforward: honesty, transparency and giving people the chance to ask real questions and get real answers.
There’s also a generational split. Younger attendees want brands to show what they stand for, while older audiences are more influenced by past experience with the brand. The differences are striking: just 11 percent of those aged 61+ thought brands should use event stages to reflect their values and take a stand on important issues, while 55 percent of those aged 18-28 expected it.
Personalization still matters, but only if attendees feel like there’s a fair exchange. People are open to sharing more data, but not without clear benefits such as better recommendations, smoother experiences or access they wouldn’t otherwise get. And yes, AI is starting to play a bigger role here, but only if organizers are upfront about using it.
Another shift: less flash, more hands-on. Attendees are far more likely to engage when they can actually try something or hear from peers, rather than just sit through a keynote.
The same goes for networking; big mixers are taking a back seat to smaller, more intentional connections that allow meaningful conversations.
And when it comes to content, authenticity is key: be real, be specific and don’t drag it out. People tune out fast if a speaker feels scripted or overly promotional. Keep it tight, make it useful, and leave room for conversation.
At the end of the day, it’s not about piling on more bells and whistles. It’s about creating experiences that feel honest, relevant and worth people’s time.
Read the full report here.
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