68%
64%
feel more trusting of a brand
to “Do what is right” after interacting at a live event
retained these feelings for
at least a month, resulting
in long-term brand trust, recognition, and sales
When it comes to in-person events, consumers who grew up in a digital-first world can be skeptical. But when they do attend, the positive effects are significant.
Building your relationship with Gen Z now will lead to a trusting, loyal customer base that will stand by you (and attend your events).
Future-proof your event with Gen Z
Freeman Trust Report 2023: Freeman commissioned Edelman DXI to conduct this comprehensive research study. Edelman Data & Intelligence conducted the survey in the U.S. from 11/1/22 to 11/16/22. Sample included 1,800 consumers/business professionals who attended an in-person event at work or outside of work and 250 event decision-makers with influence and/or decision-making authority over events.
2023 Freeman Gen Z Report
®
2023 Freeman Trust Report
®
Get the full Gen Z Report
Research
Digital Natives and Live Events
Our new Gen Z Report reveals what is (and isn't) working for younger audiences
62%
57%
57%
56%
50%
49%
The Pros:
Want to learn more about
how live events build trust?
Good company
The Cons:
Positive halo effects of in-person attendance
2023 Freeman Gen Z Report
®
Live event engagement preferences
2023 Freeman Gen Z Report
®
Gen Z leaves in-person events feeling
more optimistic and inspired
Factors contributing to a negative event experience
2023 Freeman Gen Z Report
®
Gen Z’s negative feelings associated with attending live events when their needs aren’t considered
2023 Freeman Gen Z Report
®
61%
58%
54%
The ability to meet and connect with new people, clients and partners
Exposure to new brands and products
Programming has balance
with breaks and free time
The ability to reconnect with people, clients and partners I already know
Pre-registration and entering
the event are easy
I could see and do everything
I wanted to
Exposure to unexpected ideas
and experiences
More face time with people
I work with from my company
49%
45%
35%
32%
31%
Attending networking sessions
Attending post-event dinners
or other social/leisure events
Attending classes
or workshops
Going to keynotes
or speaker panels
Attending product demonstrations
Visiting booths and expo halls
47%
42%
39%
37%
36%
35%
Overprogrammed days, not enough free time
Cannot meet and connect with new people, clients or partners
No exposure to unexpected ideas
or experiences
I could not see or do
everything I wanted to
Cannot reconnect with
people, clients or partners
I already know
Not enough face time with people
I work with from my company
Bland, predictable venue space
No exposure to new brands
or products
Entry is too time consuming
No content or activities
focused on well-being
Knowledgeable
Inspired
Connected
Excited
Valued
Fulfilled
What Gen Z likes about live events
New horizons
Good vibrations
Overwhelming agenda
Overprogrammed days, not enough free time
Cannot meet and connect with new people, clients or partners
No exposure to unexpected ideas
or experiences
I could not see or do
everything I wanted to
Cannot reconnect with
people, clients or partners
I already know
Not enough face time with people
I work with from my company
Bland, predictable venue space
No exposure to new brands
or products
Entry is too time consuming
No content or activities
focused on well-being
Yawnsome and tedious
How live events positively effect brand perceptions
2023 Freeman Gen Z Report
®
2023 Freeman Gen Z Report
®
Gen Z likes to mingle. In fact, three of the top five benefits of attending business events are social or networking-related.
The takeaway
Gen Z is more likely to value events that help them expand their knowledge and expertise about their related field or industry.
The takeaway
2023 Freeman Gen Z Report
®
In-person connections and overall inspiration lead to optimistic feelings during and after the event.
The takeaway
Overly programmed schedules across too many days can make them feel overwhelmed and unwilling to participate.
The takeaway
Because they are weighing which events (if any) to attend in person, they’re looking for ones that take burnout and boredom into account with balanced (and unique) programming.
The takeaway
22%
17%
16%
15%
13%
Tired
Discouraged
Frustrated
Lonely
Disconnected
Want more insights
to refresh your event?
Get the Trust Report
Attending live business events increases attendee trust and loyalty.
Here are Gen Z’s top preferences and pet peeves to help you evolve your event.
Here's a snapshot of the study's top takeaways:
Want more Gen Z insights? Download the full report.
Attending live business events increases attendee trust and loyalty.
Want more Gen Z insights? Download the full report.
Positive halo effects of in-person attendance
How live events positively effect brand perceptions
Want more Gen Z insights? Download the full report.
Bland, predictable
venue space
No exposure to new brands
or products
Cannot reconnect with people, clients or partners I already know
Not enough face time with people
I work with and from my company
Factors contributing to a negative event experience
Because they are weighing which events (if any) to attend in person, they’re looking for ones that take burnout and boredom into account with balanced
(and unique) programming.
The takeaway
Entry is too time consuming
No content or activites
focused on well being
Bland, predictable
venue space
No exposure to new brands
or products
Gen Z’s negative feelings associated with attending live events when their needs aren’t considered
2023 Freeman Gen Z Report
®
2023 Freeman Gen Z Report
®
2023 Freeman Gen Z Report
®
2023 Freeman Gen Z Report
®
Despite their occasional reluctance, these digital natives are game for live events — just make sure the experience you offer evolves with their needs and preferences in mind.
The takeaway
Opt-in opportunity
2023 Freeman Gen Z Report
®
How Gen Z feels about events that take their needs and preferences into account
Energized
Encouraged
Excited
Connected
Engaged
69%
Are honest
68%
Be good at what
they do
68%
Do what is right
67%
Keep their
promises
64%
Try hard to have
a positive impact
on society
64%
Are a good fit with
who I am as
a person
69%
Are honest
68%
Are good at what
they do
68%
Do what
is right
67%
Keep their
promises
64%
Try hard to have
a positive impact
on society
64%
Be a good fit with
who I am as
a person
71%
of Gen Z Attendees say their trust
in a brand increased following an interaction with that brand at a live event.
Generation Z (Gen Z) refers to the generation born between 1997 to 2012, following millennials.
43%
43%
45%
32%
35%
How Gen Z feels about events that take their needs and preferences into account
Encouraged
Excited
Connected
Engaged
2023 Freeman Gen Z Report
®
Despite their occasional reluctance, these digital natives are game for live events — just make sure the experience you offer evolves with their needs and preferences in mind.
The takeaway
Energized