Space Drives Business

By: Kim Blaylock, SVP Account Service & Strategy

I’m sitting cross-legged on the cool tan linoleum floor of my Kentucky basement, the faint smell of rain drifting through the half-open window. The dark wood paneling around me fades as my imagination takes over, carrying me far beyond the green trees and bluegrass outside our split-level home. Before me is my prized Christmas gift, the Star Trek Enterprise bridge playset. I remember carefully placing Captain Kirk in the transporter, giving it a spin, and watching him vanish into the unknown (well, technically, he shot out the back of the playset, but to me, he was gone to explore strange new worlds).

What is it about space that has always fascinated both the young and the old? Maybe it’s the vastness…the silent beauty stretching beyond comprehension. Or maybe it’s the promise of discovery: infinite worlds, infinite possibilities, and the thought that somewhere out there, there’s always more to explore.

We live in a state that could well be re-nicknamed “the space state.” Florida’s space industry contributed almost $6 billion to Florida’s economy in 2024 and supported more than 150,000 aerospace-related jobs. In Orlando, we live minutes away from Florida’s Space Coast, the global hub for space that is home to more than 500 aerospace and tech companies and is on pace to host over 125 launches this year.

At &Barr, we have been thrilled to work with Florida’s Space Coast for over five years and are looking forward to five more, helping them promote space in tandem with their 72 miles of beautiful beaches, parks, attractions, and varied experiences.

Earlier this year &Barr conducted a proprietary national survey with the goal of understanding perceptions about space and how it influences people in terms of purchasing behavior, travel, and more.

What we found was that space is a powerful cultural and economic driver, inspiring consumer behavior, destination interest, and community pride.

Key findings included:

Space fascinates most Americans.
Three-quarters of respondents are interested in the space industry. They view it as futuristic, innovative, visionary, and exciting. In fact, 76% say space exploration is vital to the future of humanity, with almost half saying it’s extremely important. For most Americans, supporting space exploration isn’t just about rockets—it’s about believing in a better future.

Florida and Texas were most associated with space.
Cape Canaveral (47%) and Houston (38%) are the regions most associated with leading space exploration. So, when people think about “space,” they’re already thinking about Florida and Florida’s Space Coast. That gives brands in the area a natural edge in tourism, talent recruitment, and economic development messaging.

Over half of respondents would consider space travel if it were possible.
The dream of leaving Earth isn’t just science fiction anymore—companies like SpaceX, Blue Origin, and Virgin Galactic are already making it tangible. While only 11% said they’d travel regardless of price, nearly half said they would if it were “reasonable.” That’s a massive potential market, showing space tourism will eventually shift from being for billionaires to being an aspirational experience for everyday people.

Space-themed branding garners attention and conversions.
Sixty-one percent of respondents said space marketing grabs their attention, and 65% said they were more likely to visit places that feature space in their marketing. This shows that space isn’t a niche interest; it’s a proven driver. Brands like Mattel, LEGO, and even Budweiser have tied products to space exploration, which is smart considering we found that 62% of survey respondents are more likely to buy from a brand that supports space-related initiatives.

Space association drives purchase behavior.
Sixty-two percent of respondents said they are more likely to buy from brands that support space initiatives, showing that aligning with space exploration builds not only awareness but trust. People see space as a force for good, so brands connected to it benefit from that halo effect.

Co-branding with space agencies and innovators has mass appeal.
More than half of respondents (55%) said they find brand collaborations with the space industry appealing. Think of the infinite possibilities for partnerships, joining together not only to sell products, but to give consumers a way to participate in something bigger than themselves.

With rocket launches happening almost weekly from Florida’s Space Coast and advances in space travel bringing us closer to commercial flights, fascination with space will only grow. For brands and destinations, the takeaway is clear: if you can hitch your wagon to this thriving industry, research shows consumers are ready to come along for the ride.