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We live in an always-on world, but connection feels more challenging. Audiences are turning away from surface-level content and looking for real spaces. The demand is shifting from attention to intention, from reach to resonance.
At Warm Street, we’ve been deeply involved in the rise of run clubs, the new rituals of music communities, and the moments where people gather for more than just content. The message is clear: belonging matters, and the brands that know how to nurture it are already ahead.
Here are five stats every marketer should know when building strategies for 2025:
84% of festival goers say festivals create a sense of belonging
Festivals remain one of the few cultural spaces where people feel part of something bigger. They are more than entertainment. They offer identity, community, and shared energy. Brands that step into these spaces need to provide more than visibility. They need to contribute meaningfully. Our work with Wray & Nephew at Notting Hill Carnival is a prime example…bringing sound system culture, Caribbean heritage, and community-first design into the streets with authenticity and impact
Source: Canvas8 – The Future of Festivals
55% of fans are more likely to consider brands connected to their fandom
Fandoms shape perception and drive behaviour. When brands align with what fans care about, they earn trust and build relevance. The key is to join the culture with purpose, not disrupt it.
Source: Canvas8 – The Power of Fandom
49% of people say they want to spend less time online
The shift to real-world engagement is growing. After years of digital-only interaction, audiences want brands that offer physical connection points—whether events, meetups, or shared rituals—to stand out.
Source: Ofcom 2024
42% say their fandom feels as essential as their closest personal relationships
Community isn’t a side note in strategy — it’s the foundation. From music to sport to gaming, people are showing up with care. Brands that collaborate with fans, not just target them, are building deeper loyalty.
Source: Canvas8 – The Power of Fandom
Ads with emotional content perform 31% better and double engagement compared to rational-only messaging
Emotional ads consistently outperform rational ones because they effectively engage the brain's decision-making processes. Data from over 1,400 campaigns shows emotional messaging delivers a 31% lift in profitability compared to 16% from rational messaging. Neuroscience also confirms that emotional content is encoded more deeply, driving stronger recall and long-term brand impact. When audiences connect emotionally, they don’t just notice, they remember and act.
Source: Neurosciencemarketing
Community-Led Brands Are Already Winning
Audiences want brands to appear in their world, not just to sell but to support. That means investing in emotional connection, co-creation, and shared value.
Forget being everywhere. Focus on being meaningful in the right places.
Use These Stats in Your Deck. Then Make It Real.
These numbers belong there if you’re building slides for the 2025 strategy. But if you want your ideas to live beyond the deck, you’ll need more than stats — a plan built around community.
Are you curious about how this plays out in culture? Check out our piece on Fandom as the New Frontline for Brand Relevance to see how these behaviours come to life through music, sport, and collective energy.
Let’s Make Work That Connects
If your brand is serious about showing up with purpose and presence, we’re here to help.
Let’s connect and let’s co-create something rooted in community, not just content.
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