Members of younger market segments provide valuable insight for marketers about the right brand experiences. The response of this sector of the market to events and festivals is particularly relevant for understanding trends in this arena. The following takeways are important to consider when creating optimal live brand experiences.  Fluidity The digital revolution has opened consumers up to endless possibilities in every aspect of life, resulting in open and fluid identities that go beyond gender, genre and style. On the plus side, this has made the millennial generation one of the most informed and tolerant. But for event and marketing professionals, it means young people have fast-changing preferences that appear fickle, because they have ample access to information that allows them to nurture eclectic and sometimes inconsistent tastes. Segmenting marketing into demographics simply doesn’t work anymore. A bigger purpose Social purpose is key.  Consumers increasingly expect brands...

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