New Freeman Trends Report highlights how event organizers can evolve to meet the expectations of the next generation
Freeman, the global leader in events, has released its latest Freeman Trends Report, “Event Organizer Trends Report Fall 2024,” which analyzes how macro trends are shaping the future of events.
Gen Z has officially overtaken Boomers in the workforce, and within the next five years, Millennials and Gen Z combined will represent 75% of the overall workforce, according to a Glassdoor analysis of Census Bureau data.
“We’re at a pivotal moment for the events industry with five generations working side by side for the first time in history,” said Janet Dell, CEO of Freeman. “The rise of Gen Z in the workforce is not only reshaping attendee expectations but redefining how the industry thinks about the value we deliver. For organizers, this is an opportunity to embrace innovation, adapt to new trends, and deliver experiences that resonate deeply with today’s audiences. That’s why, at Freeman, we’re focused on evolving with purpose to meet the needs of our customers and define what comes next for the events industry.”
Historically, events have been designed for Boomers, but that mindset needs to shift. The Freeman Trends Report identifies a new group of event planners that recognize the need to reach and design for this emerging group of younger attendees – a group the report defines as “The Innovators.”
Key findings from the report reveal that while most event organizers think they understand what attendees and exhibitors want, the data suggests there’s work to be done. To bridge this gap, organizers can reimagine engagement with an “Innovator’s Mindset”, which suggests:
Rethink Learning: 65% of organizers stick to traditional classroom formats, yet 56% of attendees prefer interactive, hands-on learning for a more collaborative experience.
Networking matters—a lot: But much more to event organizers that attendees. Among event organizers, 83% are under the impression that networking is the most important event element for attendees.
However, only 67% of attendees list that as important.
While networking has emerged as as an urgent priority, discovering new products is the most important element to attendees. For attendees, 87% report that finding innovative new products and industry inspiration is valuable compared to 76% of event organizers.
Reimagine Immersive Experiences: While 51% of organizers highlight tech tools such as apps and digital displays as a priority, 64% of attendees prefer immersive experiences.
Untap the Growth Potential: Having an Innovator’s Mindset is to focus on non-attendees too. 48% of organizers understand what potential exhibitors and non-attendees want, and that knowledge and attention could create a significant opportunity to grow audiences and evolve event planning.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by Den on Unsplash
