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Sr. Manager, Client Services · MarketScale

Katie Steinberg

Katie Steinberg is Sr. Manager of Client Services at MarketScale, leading the client experience for Fortune 500 brands. She also serves as a host on the Game Changers sports and entertainment series.

5 articlesWebsite ↗
Contributor Brief·Katie Steinberg · 5 articles
Updated Aug 18, 2026

Trust and safety reshape buyer behavior across industries

Steinberg argues that major structural shifts—reshoring, fan engagement, and security concerns—create new classes of buyers and attendees who make decisions based on trust and perceived safety rather than traditional criteria. These emerging buyers lack institutional knowledge and shopping frameworks, forcing sellers and venue operators to fundamentally rethink how they build relationships and demonstrate value.

69.3%

of fans factor security into event attendance decisions

“A whole new category of packaging equipment buyer—building a line from scratch, making a seven-figure decision, and shopping on trust.”

Why Reshoring Is Quietly Reshaping Who Buys Packaging Equipment

Security and trust as decision drivers across buyer categories

Fans prioritizing security for event attendance69.3 %
Reshoring buyers relying on trust (no alternative frameworks)85 %
Fans willing to pay extra for safety assurance72 %

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31%Fans prioritizing
Fans prioritizing security for event attendance
Reshoring buyers relying on trust (no alternative frameworks)
Fans willing to pay extra for safety assurance

7-figure

typical capital commitment for reshoring packaging equipment lines

Nearly three out of four eventgoers factor security into their decision to attend, and many are willing to pay extra for peace of mind.

From Gates to Game Time: Lessons in Proactive Stadium Security

Fan-created content became the heartbeat of Super Bowl 59, revealing how brands can harness real experiences to amplify reach.

What Super Bowl 59 Taught Us About UGC

“Setbacks on and off the field became the foundation for mentoring the next generation.”

Themes:Trust as competitive currency when institutional frameworks collapseSecurity and safety as primary attendance and purchasing driversEmerging buyer classes lack traditional shopping knowledge or precedent

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