The Apathy Epidemic: How to design brand experiences for consumer action
Event budgets are at a nine-quarter high. But only 26% of UK adults recall a live brand experience at all.
The latest IPA Bellwether Report confirms more money is going into brand experience. So is the pressure to prove its ROI.
But attendance, dwell time and samples don’t show what people did next. And consumers see more brand messages than ever. Most of the time, they do nothing.
We call it The Apathy Epidemic.
The good news? When a brand experience lands, 96% of people take action afterwards. And 81% say they are more likely to consider the brand in future.
So we surveyed 2,000 UK adults with Censuswide to find out what turns attention into action.
The opportunity: get noticed, get remembered, then drive the action your brand needs.
Inside the report:
- What earns attention: How relevance, timing and context get people to stop and take part.
- What happens next: The conversations, sharing, research, trial and purchases that follow an experience.
- Why the product matters: 51% felt strongly influenced when they tried the product, vs 26% when it was peripheral.
- How to make the next step easy: Link interest to simple ways to find out more, sign up, try or buy.
- How to measure success: Define the action you need before you design the activation. Then measure whether people moved towards it.
