Why “Moments That Matter” Should Shape Your Marketing Calendar

Written By Lindsay Newell

Earlier this year, trend forecaster WGSN launched its new Events Strategy Platform. It explores the “moments that matter”, from major cultural festivals to niche gatherings and, crucially, which events brands should focus on when planning their calendars.

WGSN identified seven types of events:

  1. Arts & culture: Biennale to Carnival

  2. Tradition: Mother’s Day to Dragon Boat Festival

  3. Religious: Diwali to Christmas

  4. Shopping events: Black Friday to Amazon Prime Day

  5. Sporting: Women’s Rugby Cup to F1

  6. Music festivals: Coachella to Dua Lipa’s tour

  7. Moments: events that carry cultural weight but change year on year

How can smaller brands apply this thinking?

Look further ahead

We recommend planning your marketing calendar 18 months in advance. Not every event will suit your brand, but WGSN’s classifications are a helpful framework for structuring your year and identifying where to focus.

Choose events wisely

WGSN highlights six ways events can drive value: cultural amplification, on-the-ground presence, retail opportunities, cross-industry impact, global reach, and powering innovation.

For smaller brands, this can be simplified into four key questions:

  1. Commercial opportunities – Will this drive sales or growth?

  2. Innovation – Can this event help us stand out, inspire creativity, or spark new ideas?

  3. Cultural amplification – Could this create a marketing moment, or even a PR-able product?

  4. Cross-industry impact – Could this open the door to partnerships or new audiences?

Keep your customer front and centre

The real test isn’t whether an event makes headlines, it’s whether it matters to your customers.

  • Will they be hosting Women’s Rugby Cup watch parties? Then a limited-edition snack might be a winner.

  • Are they price-sensitive? A free gift may work better than a discount.

  • Are they 45+ niche wine lovers? Then Taylor Swift’s wedding probably isn’t going to shift the dial.

The takeaway

You don’t need to jump on every trend or event. Instead, focus on the ones that align with your customers’ lives and your brand’s goals. Done well, these moments create meaning, spark connection, and yes- drive sales.

Want help identifying the right events for your brand calendar? Book a free call with us.

Lindsay Newell
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