According to "Brand Connection - The Age of Meaningful Brands", a Deloitte study conducted on a sample of over 7,000 consumers in seven countries (Italy, France, the United Kingdom, the United States, China, Japan, and the United Arab Emirates), exclusive promotions or interactive social media experiences are regarded as the most important aspects for strengthening brand ties (60% and 57% of consumers, respectively). Social commerce is increasingly prevalent in Europe, particularly in France (57.6%) and Italy (56.6%), where more than half of customers expect to be able to buy things through social media. Storytelling and emotional content are more popular in Asia (Japan 52% and China 49.4%), as well as in Italy's food industry (56.4%). Influencer communication is particularly important for young people (40% of 18-24 year-olds and 42% of 25-34 year-olds), and is central in the United Arab Emirates (47.3%), China (47.3%), and the United States (42.2%), while it remains more marginal in Europe (28%). "Relevance for a brand is the result of occupying an authentic and meaningful space in the lives of its audience, resonating with the values, needs, and emotions of that audience. Relevance is derived from a sense of belonging, the notion that the brand "understands" something about us—a way of life, a desire, a perspective on the world", stated Andrea Laurenza, Consumer Industry Leader at Deloitte Central Mediterranean.