The events industry is often compared to a ship on a vast ocean. Through unpredictable waters, your ship must constantly change position on its journey. A tidal wave may even rock your world upside down. Is your ship ready to adjust its sails and adapt its course?
In the last few years, there has been talk of a significant change, or "seachange." The results of the Freeman Report have made this evident. Having access to exclusive event data, the Freeman Report is the most in-depth behavioral analysis of B2B events in the industry. Providing a unique look in attendees, the report presents a resounding fact: More than a hiccup, 2019 flipped our ways of working and the possibilities of meetings and events.
Needs of the Next Generation of Event Goer (NGEG)
Understanding a target market was primarily done through demographic profiling. According to research, age and gender are the most important predictors of beliefs and behaviors. Paying attention to these changes in the population keeps you ahead of the game. Though treating everyone equally may have worked adequately in the past, the NGEGs demand equity instead. They are a diverse group of people aged 20 to 44. As they’re continuously pursuing growth, they prefer events with a clear purpose and experiences that provide learning opportunities. Plus, this group seeks to balance their work and private lives, like no other generation has before.
Don’t perceive these changes as threats. Many aspects in business remain the same, they’re merely required to evolve, just like the people creating and consuming them. The quality of material is still paramount yet must now also connect with and inspire its user. The NGEGs enjoy in-person events, while simultaneously preferring online meetings when convenient. They highly consider their budget and personal responsibilities in their decision making, allowing them to prioritize which events to attend. Their fresh view on professional growth may be what sets them apart the most. Every choice aligns with their goals, fits their wants, and, most importantly, feels authentic.
Taking on the change
"Change is the only constant," as the saying goes. The good news is that not everything needs to shift for the NGEG. It's about fine-tuning our strategies, understanding the change of our attendees’ needs over time, and giving them meaningful and memorable experiences. In the end, the events industry's future will always continue to thrive when evolving with its attendees. With the right strategies and insights, like those from The Freeman Report, we can not only ride the wave but also set a course to unprecedented success.
Ready to level up your next gathering? Book a venue on our platform now and make every meeting count!
