The Audience for B2B Events Gets Younger: Freeman Report

Data drives insight, which helps in better decision-making. In this newsletter, we’ll discuss some key insights about B2B events. This can help event professionals gain clarity about the audience. The data was published in the Freeman Trends Report. The Report states that the audience, for B2B events, has grown younger. This implies a shift in the behavior of the audience. The new audience has been labeled as Next Gen Event Goers (NGEG). The audience belongs to the 20-44 years age group. The group consists mostly of Gen Z and millennials.

Reason For Age Shift

The retirement of the older generation is a key reason for this shift. The proportion of Generation X is relatively smaller than millennials and GenZ in the NGEG group. Generation X refers to the older generation, born mostly around the 1970s and 1980s. The newer generation is, thus, filling in the gap in the workforce.

Preference For In-Person Events

In-person events have witnessed substantial interest rising post-pandemic. 80% of respondents said that they prefer in-person events over remote events. 93% of the younger audience attended at least one event last year. The study suggests that social isolation might be one of the causes of rising interest in offline events. But the footfall for events has not yet returned to pre-Covid levels.

Know Your Audience

Gen Z means people born between 1997 and 2012. The group is more diverse and consists of a high proportion of females. They are also more educated in comparison to the previous generations. Besides, they grew up with smartphones and the internet. Hence, they are more tech-savvy and conscious of social and environmental responsibilities.

How To Resonate With The New Workforce?

• Event planners should create more personalized and unique experiences for them.
• The use of technology can also boost attendee engagement. Hybrid events can be the optimal solution. It combines the best of both worlds: digital and in-person. Mobile event applications can also help to drive attendee engagement. It uses AI to personalize content and networking for your event attendees.
• Using different media for event marketing is a great strategy. However, prioritizing your social media campaigns can help you to reach the younger audience more efficiently.
• As the event industry is constantly evolving, event professionals might consider being more adaptive rather than strategic in their position. They have to constantly experiment with their strategies, due to the rapidly changing environment.

The evolving landscape of events requires event professionals to adapt to the preferences of younger audiences. The insights provided can help in gaining clarity and improving attendee satisfaction for your events.

Meanwhile, you can visit:

www.godreamcast.com

for more information about evolving your events.