Newsworks’ previews new culture research at MAD//Fest 2026
Taking to the all new Creator Economy + Culture Marketing stage in the vibrant Brick Lane, Heather Dansie revealed a first-look at Newsworks’ new research on cultural relevance.
Speaking on the first day of this year’s MAD//Fest event, Newsworks’ insight director unveiled the initial headline findings from the research, which shows that cultural relevance contributes a huge 15% of sales, to the tune of £147 billion based on the latest ONS consumer spending report.
We know that from a brand perspective, cultural relevance means showing up in the right places, for the right audience, at the right time. Newsworks’ upcoming research study measures the commercial value of cultural relevance for the first time.
It’s no surprise that news brands are, by their very nature, the beating heart of culture. In fact, the research shows that news brands punch well above their weight with an ROI of £4 for every £1 invested.
Newsworks will release its new cultural relevance research this autumn. Can’t wait until then? Get in touch to find out more.
