Elevate launches global report on consumer attitudes towards the return of live experiences

In response to the steady return of live events and experiences, Elevate has today launched a new research report: Back to Live – Consumer Attitudes to Attending Live Experiences: An International Perspective.

The research has polled over 5000 consumers* across Austria, France, Germany, the UK and the US, exploring their attitudes towards and expectations around physical events. It’s clear that brands are keen to get back in front of audiences, and these findings will help them understand how they can lessen anxieties and reassure visitors when it comes to health and safety.

Outdoor events remain more attractive than indoor, and 85% of respondents reported they are happy to attend outdoor events of more than 50 people, but enthusiasm wanes considerably once the scale of an event tops 5,000. However, there is a core 29% willing to attend events of any scale.

Gen Z leads the way in enthusiasm, with only 12% unwilling to join events of more than 50 people and 30% unworried by attending an outdoor event of any scale.

Other interesting findings include women being slightly more willing to embrace risk to go to a restaurant than men, and the majority of respondents would consider paying more for enhanced health and safety, which offers potential opportunities for upselling or added value.

Ed Wood, CEO of Elevate, said: “These results underline what we’ve already seen – huge appetite from consumers to get back out there, and a fundamental reliance on the staff at the event to make them feel safe and secure. The opportunity for brands is there, as long as they take the right steps to make consumers feel secure attending their events.”

Every country is at a different stage in its vaccination programme – and local regulations, restrictions and advice around Covid vary widely. Circumstances are also fast-moving on the ground, but the research data provides many insights for brands planning events to consider.

You can download the full report findings here:



*Online poll conducted by CensusWide of 5,197 consumers who have had at least one anti-covid vaccination across the UK, US, Germany & France between 13.08.2021 – 23.08.21. Research conducted in Austria between 08.11.2021 – 12.11.2021.

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