Every year, the Association of Zoos and Aquariums (AZA) brings together professionals from around the globe to share ideas, explore challenges, and highlight innovations shaping the future of zoos and aquariums. AZA is widely recognized for its role in setting the highest standards for animal care, conservation, and education, making its annual conference a pulse check on where the industry is headed.
When we attend a conference like AZA, we’re not simply observing industry trends — we’re stepping into the very world our clients live in. As a full service agency specializing in attractions and tourism, immersion is a key way we show up for our clients. It enables us to learn about the innovations, motivations, and trends of the industry first-hand— and in turn, build marketing strategies with our learnings at the forefront.
Below are four themes from the AZA conference that resonated strongly — not just for zoo and aquarium professionals, but for anyone aiming to stay ahead in an audience-driven, mission-oriented marketing environment.
1. Balancing Urgency with Empathy
When it comes to communicating about important topics (like conservation, for example), approaches that focus only on extremes — negative or positive — often fall flat over time. The more effective path lies in a tone that’s rooted in empathy, understanding, and action. The lesson for communicators everywhere is that urgency and care can, and should, coexist.
2. Partnerships as Natural Extensions
Some of the most compelling case studies were those that extended beyond the traditional channels and audiences. Partnerships with local libraries, theater groups, or other nonprofits that align with a brand’s mission allows for reaching new audiences, building trust with current audiences, and weaving a brand more tightly into the fabric of its community.
3. Technology Must Enhance, Not Replace
AI and data-driven tools were discussed widely — but the recurring theme was restraint. Success is rarely about adopting the flashiest tech, but about choosing tools that amplify core strategy and maintain trust. Whether it’s visitor personalizations or operational efficiencies, technology that aligns with mission and values will always outperform technology use for technology’s sake.
4. Immersive Experiences Drive Deeper Connection
Habitat design is moving into a new era. The most resonant experiences are ones that engage senses, provoke curiosity, and invite ongoing action. The most successful projects at AZA were those that married storytelling, science, and visitor agency in ways that lingered past the exit gate. And this extends into marketing too — using videos and engaging content to promote the experience prior to stepping foot into the attraction allows for amplified excitement upon guest arrival.
The conversations at AZA made one thing clear: organizations that stay attuned to cultural shifts, community connections, and authentic engagement will be best positioned for the future. The lessons may come from zoos and aquariums, but they carry relevance for anyone working to connect with audiences in an evolving digital landscape. Contact our Attractions, Tourism and the Arts team if you want to explore incorporating these lessons into your future advertising efforts.
