Do you feel it? It’s Spring! Spring is about sunshine, reawakening, and new growth. But there are also stirrings within the event industry, driven by younger generations who are not only demanding change and growth but are now in leadership roles. They want something unique — specifically, they want events that attract younger people. In a previous newsletter, we discussed how the industry needs input from younger individuals — and it seems that input is arriving. For years, discussions have centered on different generations in the workplace; now, those discussions are becoming a reality.
Global companies need a global perspective, and as Idea International expands into new markets—becoming truly “international”—staying updated with evolving perceptions of business events, especially trade shows, is essential. The industry must engage in new discussions if we want to stay relevant. Thanks to their ability to publish content online, industry leaders’ insights are accessible and valuable; they are sharing their viewpoints, and we need to listen to and assess them.
The release of the Freeman Trends Report appears to have been the catalyst for an in-depth analysis of the state of events worldwide. Andrea Doyle summed up the findings in Skift Magazine: Forget spectacle; today’s attendees are looking for connection, outcomes, and purpose. Freeman’s research exposes a widening gap between what event planners think audiences want and what audiences actually desire.
David Adler, founder of Biz Bash, writes in his Substack, Gathering Point News, that the Boomer era is over. “Boomer thinking was built on scale. It was chandeliers, banquet tables, balloon drops, confetti cannons, and million-dollar keynotes. Immersive meant a multi-sensory show. Audiences were passive. Prestige meant ceremony.”
Adler continues, reinforcing what we already know:
- Nearly eight in ten organizers still believe they’re delivering peak moments. Fewer than half of attendees agree.
- Organizers point to the gala, the keynote, the surprise act. Attendees talk about something else entirely: a vendor relationship that mattered, a session that changed their thinking, an authentic connection with someone new.
The changing expectations go hand in hand with the changing demographics. Events don’t work for those unwilling to engage. Consider:
- Among organizers, only 12% are Boomers. Among attendees, twenty-one percent.
- Gen X and Millennials now dominate, with Gen Z beginning to dictate taste.
- Gen X brings ROI pragmatism.
- Millennials push personalization and interaction.
- Gen Z insists on authenticity, activism, co-creation, and shareability. They don’t want to be impressed. They want to be engaged.
But ownership of the industry’s largest exhibitions, associations, and family-run production companies still leans older. Many are led by executives in their sixties and seventies. They’re not setting the agendas or walking the expo floors, but they’re signing the checks. And to them, prestige still looks like it did in 1985: the balloon drop, the mega-keynote, the banquet dinner. They grew up in an era where success was measured by optics. Organizers — often reflecting what their boards or owners believe looks impressive — over-index on spectacle. Attendees, living in the culture of outcomes, walk away underwhelmed.
Research shows that the most effective brand encounters are those that happen face-to-face and in person, especially in a time when we doubt the authenticity of everything we read or are tempted to respond to. Attendees want personalized content, experiences, and variety to tailor their experience. They also believe in:
- Networking where activities align with their interests and objectives.
- Expert speakers rather than celebrities.
- Product launches with hands-on experiences and demonstrations.
Reach out to us! We are excited to create a space where a younger mindset takes precedence, whatever your industry or where you exhibit.
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