Alter Agents Founder and CEO Rebecca Brooks recently published a new article in Forbes examining how changing consumer expectations are likely to shape brand marketing ahead of the 2028 Los Angeles Olympics. While the Games remain one of the world’s biggest marketing stages, Rebecca argues that brands need to prepare for an audience that is approaching spending, institutions and corporate messaging much more cautiously than in previous Olympic cycles.

Drawing on Alter Agents’ latest consumer sentiment research, the article explains that today’s consumers are evaluating purchases, experiences and organizations more carefully than they did just a few years ago. As Rebecca writes, “the public is becoming more cautious in both spending and decision making,” with many Americans reducing discretionary spending while expressing lower levels of trust in companies and institutions.

That shift also changes what participation looks like. Rebecca notes that major sporting events are no longer defined solely by attendance. Fans increasingly experience them through social platforms, creators, online communities and digital content, creating new opportunities for brands to connect with audiences well beyond the stadium. As she writes, “A fan following a World Cup today may spend the day moving between live matches, highlights, creator commentary, player interviews and conversations with friends. The event extends well beyond the competition itself.”

The article concludes with practical recommendations for marketers preparing for the Olympics, including testing messaging early, creating digital experiences that feel accessible and measuring trust alongside more traditional campaign metrics. Rebecca argues that successful Olympic sponsorships will depend on understanding how consumers define value by the time the Games arrive. As she concludes, “Brands that understand how consumers define value, participation and trust by 2028 will be better positioned to make their Olympic investments resonate long after the closing ceremony.”

Read the article here: https://www.forbes.com/councils/forbesagencycouncil/2026/07/10/preparing-for-the-2028-olympics-during-a-period-of-consumer-caution/