New Research Reveals Face-to-Face Interaction at Live Events Builds Brand Trust

May 8, 2023

Live events are a key driver for building brand trust, according to the Freeman Trust Report 2023, a research study on the impact of face-to-face interactions on brand loyalty and trust. Powered by Edelman Data and Intelligence, the research reveals 77% of all respondents – and more than 8 out of 10 millennials – say they trusted brands more after interacting face-to-face with them at live events.

Even better news: The halo effects from these interactions lasted at least a month for 64% of people surveyed, resulting in long-term brand trust, recognition, and sales.

Survey data from the report demonstrates a clear correlation between face-to-face interaction at live events and brand trust. Other key findings include:

  • 72% of respondents who attended an event in the past six months say they were significantly more likely to have positive perceptions of the brand.
  • 77% of respondents who interacted with a brand at a live event left with greater trust that the brand would do what is right.

“A brand’s most valuable asset is the trust it builds with its customers,” said Mickey Wilson, chief marketing officer at Freeman, which provides integrated full-service solutions that leverage a 95-year legacy in event management as well as new technologies. “When considering the volume of marketing channels available to brands today, live events stand out for their unique ability to foster the connections and relationships companies most urgently need.”

Freeman trust report graphic

Companies who engage with their customers at live events build significant trust and loyalty, she added. 


Edelman Data & Intelligence conducted the survey in the U.S. from Nov. 1-16, 2022. The sample included 1,800 consumers/business professionals who attended an in-person event at work or outside of work and 250 event decision makers with influence and/or decision making authority over events.

Results of the Freeman Trust Report 2023 can be downloaded here. An accompanying infographic is here.

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