What You’ll Learn

What You’ll Learn

The Freeman Trends Report is Back: Gen Z is Bringing Big Changes to Events

Values are shifting as Gen Z outnumbers Boomers in the workforce, and that’s going to cause significant impacts on event business.

And we’ve got the insights on how you can start addressing current and future impacts now, in the Freeman 2024 Organizer Trends Report.

You’ll also find out if and how organizers are aligning with exhibitors and attendees based on data collected over the past two years. Are events evolving fast enough? Where there has been misalignment in the past, is it improving?

Those answers and everything you need to know to plan better events are here in our latest report.

Click the pink button to get started!

What You’ll Learn

Our trend report is back — now with exhibitor insights!

Following the release of our 2024 Attendee Trends Report where we proposed a new way to think about event excellence, we are now building on those findings by exploring the current exhibitor mindset and what they need from your event.

We’re thrilled to report that this newest edition has accurately predicted a few of the year’s key findings.

And a few interesting surprises.

From understanding exhibitor concerns to uncovering where exhibitors and attendees align (or don’t), the data paves a path for event planners navigating new expectations. With these insights, you’ll be able to provide more value to everyone, despite differences in age, event type, and objective.

Click the pink button to grab this new report.

What You’ll Learn

New Year, new insights!

Fresh takeways from our latest research can help you deliver more fulfilling event experiences for attendees (and exhibitors).

Our latest edition of the Freeman Trends Report, the largest and most comprehensive behavioral assessment of B2B events in the industry, builds on our 2023 findings by surveying attendees to find out what’s changing, what’s staying the same, and what to expect over the next year.

Dive into the Freeman Trends Report Q1 2024 to discover the challenges and opportunities emerging as well as ideas on how to plan your strategies accordingly.

Click the pink button to grab this new report and ring in a new year of better experiences for all.

What You’ll Learn

Mind the gap: There’s a disconnect between the positive outlook for event planners and exhibitor satisfaction

No matter what your role in the events industry, there is reason to celebrate and feel optimistic. Despite numerous challenges, our latest edition of the Freeman Trends Report shows that spending and sponsorships are tracking at the same levels pre-2020.

However, less obvious insights have also emerged showing there are disconnects that could hinder future events. In our Q1 report, we talked about bridging the generation gap. This time, we’ve uncovered the gap between event objectives and show value.

While attendees, exhibitors, and sponsors believe there is value in events, they aren’t satisfied with their perceived returns.

80% of research respondents plan to continue with the same number of shows and almost 80% plan to keep their budget the same or increase. But mind the gap! Only 50% (of exhibitors and sponsors) reported being satisfied that their primary objective to meet new customers was met.

Jump on board the Freeman Trends Report Q2 2023: Exhibitor/Sponsor Intent and Behavior to find out what other gaps are emerging and how to plan your strategies around them.

Click the pink download button to go full steam ahead with this new report.

What You’ll Learn

All eyes are on digital-first Gen Z — and for good reason. These are the new and future consumers making big impacts on society and business…which includes live events. 

So what can brands do to prepare? 

Get to know this group now so your organization (and event) can reap the benefits today and tomorrow. 

Find out how in our new Gen Z report, which compiles key findings from our latest study to better understand this generation and their specific needs. You’ll discover how Gen Z currently views events, what they like and don’t like, and new strategies that will entice them to join the in-person party. 

Ready to refresh your event for the next generation of consumers?

Let’s turn the key and unlock Gen Z. Click the pink button to get your copy!

Event Planners, Meet Your New Generation of Event Goers

The industry has changed for event planners. And with new research data available, we have a better understanding of why. These changes have a lot to do with the changing demographics of event goers — they’re continuing to get younger. 

So let’s dive in and meet your Next Gen Event Goers (think Gen Z + millennials) and get to know what’s motivating them to attend (or not attend) events and why. Get to know their values, expectations, and how these are different from previous generations. You’ll be able to translate this next-gen information into planning next-level engagements worthy of all attendees. 

So what exactly are the next generation’s expectations? 

Find these insights and more right here in the Q1 2023 Freeman Trends Summary Report on Event Attendee Intent and Behavior. 

3 key takeaways rated G for general audiences (of all ages)

1. There’s a greater interest in attending in-person events
2. Attendees want to make connections and connect with colleagues
3. In-person events provide the most trustworthy information sources

3 key takeaways rated NG for Next Gen audiences (20-44 years)

• They are choosing events and the format (online vs in person) based on opportunity for a unique experience
• This audience isn’t as concerned with the potential risks of being in large groups 
• They’re resistant to considering a single source as trustworthy, but academic leaders are the most trusted

Ready to bridge the generation gap and make an experiential impact?

Click the pink button above and download our report to get started.