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Every brand needs to care about cultural relevance for one, simple reason: Brands that create conversation online increase their shareholder value. Or in our words: ?????????? ??????????????????? ???????????? ?????????????????????? ??????????. We analyzed 100 restaurant brands in our upcoming Magnetic 100: Restaurants report based on their Brand Magnetism? - or their ability to attract young people, measured through organic user-generated content. The brands that increased their Brand Magnetism? over the past year outperformed the S&P 500 by over 41%, while those that lost Brand Magnetism? over the past year significantly underperformed the S&P 500 by -26%. For many marketers, cultural relevance has always been a mutually agreed upon, but intuition-driven objective. Once again, we're proving that a brand's ability to attract organic user-generated content is not just an idealistic state. It is a business mandate. Magnetic 100: Restaurants report - coming this Thursday, March 6. ----- How we analyzed: Public companies listed in the rising and falling section of our report were weighted in an index by their relative increase or decrease in Brand Magnetism?, and compared over 1 Year to the S&P 500 (RSP)and the Invesco QQQ.

In 2024, the URL-to-IRL movement gained serious momentum. People were ditching dating apps for real-life events where they could connect over shared passions, joining run clubs to find their "pace people," and turning BookTok favorites into actual book clubs. But now, we're noticing something even deeper. Eventbrite's latest study reveals how Gen Z and Millennials are creating what we're calling Fourth Spaces?–gatherings driven by purpose, not just a place to hang out. These groups are bringing their digital lives into the real world and showing up to figure out who they are offline. In fact, 95% of Gen Z and Millennials want to explore their digital passions through in-person events. Here's a sneak peek of the findings: ?? Board game meetups surged 8x, while wellness events saw a 130% spike ??? 73% of young adults plan to attend more live events in the next 6 months ?? 79% are looking for events that blend multiple interests ?? Sober-curious gatherings up 92% as people seek more meaningful connections ?? 84% of people are forming close friendships through these gatherings It's incredibly exciting to see how these spaces are helping people bridge their online and offline worlds. For example, cooking enthusiasts are taking their recipe boards into hands-on cooking classes, cosplay fans are leveling up with costume-making workshops and meetups, and gaming fans are turning virtual teammates into tournament partners. The rise of Fourth Spaces isn't just about getting people offline–it's about creating places where they can grow, discover who they are, and build real connections through shared passions. A huge thank you to my amazing team for their hard work in bringing this to life, and to our awesome friends at dcdx for helping us shape such an insightful narrative! Page Dudley Tyler Murphy Raphael Peterson Alexis Benveniste #eventbrite #fourthspaces #urltoirl #genzresearch