{"id":13068,"date":"2026-03-18T12:14:12","date_gmt":"2026-03-18T16:14:12","guid":{"rendered":"https:\/\/idea-intl.com\/exhibits\/?p=13068"},"modified":"2026-03-18T12:14:15","modified_gmt":"2026-03-18T16:14:15","slug":"changing-landscape-global-events","status":"publish","type":"post","link":"https:\/\/idea-intl.com\/exhibits\/newsletters\/changing-landscape-global-events\/","title":{"rendered":"What\u2019s Next? The Changing Landscape of Global Events"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"589\" height=\"1024\" data-attachment-id=\"13069\" data-permalink=\"https:\/\/idea-intl.com\/exhibits\/newsletters\/changing-landscape-global-events\/attachment\/whats-next\/\" data-orig-file=\"https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next.png\" data-orig-size=\"750,1303\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"whats-next\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next-589x1024.png\" src=\"https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next-589x1024.png\" alt=\"What's Next? Newsletter - Idea International March 2026\" class=\"wp-image-13069\" srcset=\"https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next-589x1024.png 589w, https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next-173x300.png 173w, https:\/\/idea-intl.com\/exhibits\/wp-content\/uploads\/2026\/03\/whats-next.png 750w\" sizes=\"auto, (max-width: 589px) 100vw, 589px\" \/><\/figure>\n<\/div>\n\n<p>Do you feel it? It\u2019s 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 \u2014 specifically, they want events that attract younger people. In a <a href=\"https:\/\/idea-intl.com\/exhibits\/newsletters\/shaping-the-future\/\">previous\u00a0newsletter<\/a>, we discussed how the industry needs input from younger individuals \u2014 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.<br \/><br \/>Global companies need a global perspective, and as Idea International expands into new markets\u2014becoming truly \u201cinternational\u201d\u2014staying updated with evolving perceptions of business events, especially trade shows, is essential. The industry must engage in new discussions\u00a0if we want to stay relevant. Thanks to their ability to publish content online, industry leaders&#8217; insights are accessible and valuable; they are sharing their viewpoints, and we need to listen to and assess them.<br \/><br \/>The release of the\u00a0\u00a0<a href=\"https:\/\/www.freeman.com\/resources\/freeman-networking-trends-report\/\" target=\"_blank\" rel=\"noopener\">Freeman Trends Report<\/a>\u00a0appears to have been the catalyst for an in-depth analysis of the state of events worldwide. Andrea Doyle summed up the findings in\u00a0<a href=\"https:\/\/meetings.skift.com\/2025\/10\/06\/attendees-want-why-not-wow-says-new-report\/\" target=\"_blank\" rel=\"noopener\">Skift Magazine<\/a>:\u00a0<em>Forget spectacle;\u00a0\u00a0today<span dir=\"RTL\">\u2019<\/span>s attendees are looking for connection, outcomes, and purpose. Freeman<span dir=\"RTL\">\u2019<\/span>s research exposes a widening gap\u00a0between what event planners think audiences want and what audiences actually desire.\u00a0<\/em><br \/><br \/>David Adler, founder of Biz Bash, writes in his Substack,\u00a0<a href=\"https:\/\/www.gatheringpoint.news\/\" target=\"_blank\" rel=\"noopener\">Gathering Point News<\/a>, that the Boomer era is over. \u201cBoomer 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.\u201d\u00a0<br \/>Adler continues, reinforcing what we already know:\u00a0<\/p>\n<ul>\n<li><strong><em>Nearly eight in ten organizers still believe they\u2019re delivering peak moments. Fewer than half of attendees agree.\u00a0<\/em><\/strong><\/li>\n<li><strong><em>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.<\/em><\/strong><\/li>\n<\/ul>\n<p>The changing expectations go hand in hand with the changing demographics. Events don\u2019t work for those unwilling to engage. Consider:<\/p>\n<ul>\n<li><strong><em>Among organizers, only 12% are Boomers. Among attendees, twenty-one percent.\u00a0<\/em><\/strong><\/li>\n<li><strong><em>Gen X and Millennials now dominate, with Gen Z beginning to dictate taste.\u00a0<\/em><\/strong><\/li>\n<li><strong><em>Gen X brings ROI pragmatism.\u00a0<\/em><\/strong><\/li>\n<li><strong><em>Millennials push personalization and interaction.\u00a0<\/em><\/strong><\/li>\n<li><strong><em>Gen Z insists on authenticity, activism, co-creation, and shareability. They don\u2019t want to be impressed. They want to be engaged.\u00a0<\/em><\/strong><\/li>\n<\/ul>\n<p><em>But ownership of the industry\u2019s largest exhibitions, associations, and family-run production companies still leans older. Many are led by executives in their sixties and seventies. They\u2019re not setting the agendas or walking the expo floors, but they\u2019re 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 \u2014 often reflecting what their boards or owners believe looks impressive \u2014 over-index on spectacle. Attendees, living in the culture of outcomes, walk away underwhelmed.\u00a0<\/em><br \/><br \/>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:<\/p>\n<ul>\n<li><strong>Networking where activities align with their interests and objectives.<\/strong><\/li>\n<li><strong>Expert speakers rather than celebrities.<\/strong><\/li>\n<li><strong>Product launches with hands-on experiences and demonstrations.<\/strong><\/li>\n<\/ul>\n<div>\n<div>\n<div id=\"_com_1\">What does that mean for us exhibitors? It means we need to ensure that our exhibits facilitate and encourage networking and conversation. Small seating areas and hospitality must replace the \u201cscan and move on to the next visitor\u201d admonition of days past. Gathering intelligence, not simply counting the number of visitors, is the new normal. The exhibit staff must be knowledgeable about the product. In-booth product launches and hands-on demos need to get equal\u2014or greater\u2014consideration as digital presentations. We need to create exhibits that help attendees achieve their objectives for attending the show\u2014and we need to gather the intelligence that tells us what those objectives are.<br \/><br \/><a href=\"https:\/\/idea-intl.com\/exhibits\/contact-idea-international\/\">Reach out to us<\/a>! We are excited to create a space where a younger mindset takes precedence, whatever your industry or where you exhibit.\u00a0<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Do you feel it? It\u2019s 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 \u2014 specifically, they want events that attract younger people. In a previous\u00a0newsletter, we discussed how the industry needs input from younger individuals \u2014 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\u2014becoming truly \u201cinternational\u201d\u2014staying updated with evolving perceptions of business events, especially trade shows, is essential. The industry must engage in new discussions\u00a0if we want to stay relevant. Thanks to their ability to publish content online, industry leaders&#8217; insights are accessible and valuable; they are sharing their viewpoints, and we need to listen to and assess them. The release of the\u00a0\u00a0Freeman Trends Report\u00a0appears to have been the catalyst for an in-depth analysis of the state of events worldwide. Andrea Doyle summed up the findings in\u00a0Skift Magazine:\u00a0Forget spectacle;\u00a0\u00a0today\u2019s attendees are looking for connection, outcomes, and purpose. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[183],"tags":[],"class_list":["post-13068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsletters"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What&#039;s Next! 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