Freeman Company Research Linked Events to Brand Trust

New data reveals that live brand experiences significantly outperform online content in building consumer confidence.

Updated on Oct. 8, 2026 in Marketing

Live Poll

Do you find that you trust companies more after attending their live in-person events?

A new report from The Freeman Company indicates that consumers who attend live brand events trust those brands at a rate of 56%, compared to just 11% for non-attendees. The findings suggest that in-person experiences are critical to combating skepticism in an era of AI-generated content.

Why it matters

As AI-generated content becomes more prevalent, businesses face a growing struggle to prove their legitimacy to potential customers. In-person experiences provide a necessary physical validation that online marketing often fails to deliver for skeptical audiences.

The study surveyed 2,004 U.S. consumers along with 506 marketing decision-makers and 412 B2B buyers. Research shows 77% of attendees report a positive shift in belief, while 67% of consumers find AI content makes trusting brand claims more difficult.

The players

The Freeman Company

This Dallas-based firm specializes in corporate events and brand experiences.

The Harris Poll

This organization provides market research and public opinion analysis for various industries.

The details

The Freeman Company commissioned The Harris Poll to conduct the research, which analyzed the influence of live interactions on brand perception. The findings highlight that 66% of consumers harbor concerns that online brand content is not genuine without the prior validation of a real-world experience.

March 2026: Marketing decision-makers were surveyed.
June 2026: B2B decision-makers were surveyed.
July 2026: U.S. consumers were surveyed.
October 8, 2026: The Freeman Company published the Belief Gap research report.

Market Landscape

The 2026 Belief Gap research report provides a new metric for analyzing consumer trust in the age of generative AI. This shift underscores a growing competitive necessity for firms to transition away from digital-only engagement toward verified physical interactions.

Shoppers can expect brands to increasingly pivot marketing budgets toward exclusive pop-up events and live experiences to earn deeper consumer loyalty. This shift may change how frequently everyday consumers are invited to participate in physical brand activations rather than just digital ads.

The takeaway

Authentic connection through physical experience currently serves as a powerful hedge against the perceived unreliability of digital marketing. Consumers should prioritize verified in-person encounters to confirm brand quality before making significant commitments.