DOWNLOAD OUR REPORT: POPPING THE BUBBLE OF AUDIENCE DEMOGRAPHICS

In a world where £20 billion is lost annually to the UK’s “distraction economy,” brands can no longer afford to rely on outdated audience segmentation. At our recent Making Moments Matter event, we brought together industry leaders from Publicis Groupe, Mindscope, Convene, and Belmond to challenge the status quo and explore how brands can create truly resonant experiences.

Here are the five key takeaways from the event that are reshaping how we think about audiences:

1. Co-Creation Over Categorisation

Forget rigid personas. Today’s audiences reject being boxed in by age, job title, or demographic profile. Instead, they crave experiences that reflect their individuality and intent.

“Rather than segmenting groups and individuals, we just say we’re curators of experiences.” – Perrine Chapelain, Belmond

By shifting from static segmentation to dynamic co-creation, brands can build moments that feel personal, relevant, and emotionally resonant.

2. Collaboration Is the New Personalisation

62% of consumers feel misunderstood by brand messaging. Why? Because personalisation has become too prescriptive. The future lies in collaboration; inviting audiences to shape the experience with you.

“It’s a collaboration… we’re studying the behaviours of our individual guests.” – Perrine Chapelain, Belmond

When people feel part of the process, the experience becomes theirs and that’s what makes it memorable.

3. Data Without Human Insight Is Just Noise

AI is a powerful tool, but it’s not the whole solution. Without human context, data lacks meaning.

“The role of quality, foundational research into these models – human research – is going to be the differentiator.” – Phil Sumner, Publicis Groupe

To truly connect, brands must blend data with empathy, intuition, and real-world understanding.

4. Mindset and Purpose Matter More Than Labels

80% of purchase decisions are driven by emotion. That’s why designing around mindset and purpose is more effective than relying on fixed roles or labels.

“The buyer might be the same person, but where they’re booking a training or a large–format event or something massive and experiential… what they’re trying to solve for is a set of people behind them who have different states, and different mindsets.” –  James Frankis, Convene

Understanding the emotional and situational context behind decisions allows brands to stay relevant and human, no matter who walks through the door.

5. Brands Don’t Own Culture, They Enable It

Culture isn’t created in boardrooms. It’s shaped by communities, creators, and shared experiences.

“Culture can’t be forced… Platforms are only as good as their creators and audiences…You can’t fake it. You can’t push it.” – Lea Karam, Mindscope

Brands must show up authentically, listen actively, and earn their place in cultural conversations, not lead them.

Final Thoughts from the Panel

• “Automate the predictable so you can humanise the exceptional.” – Perrine Chapelain, Belmond
• “It’s not one method or the other, it’s overlaying.” – Phil Sumner, Publicis Groupe
• “Disruption is growth in disguise.” –  James Frankis, Convene
• “Keep the human at the centre.” – Lea Karam, Mindscope

The experience economy is evolving. To stay ahead, brands must embrace co-creation, emotional intelligence, and cultural humility.

Download the full report here.

If you’re keen to explore how you can apply these insights to your own brand experiences, our team would love to help. From strategy to creative delivery, Strata is here to turn these ideas into impactful action.

Let’s Make Moments Matter