Highlights: 2024 Freeman Event Organizer Trends Report

Recently, Freeman put out their 2024 Event Organizer Trends Report, thick with research on some of the most important shifts and challenges in the industry.  We read it and found some really great nuggets to share with planners, marketers and attendees alike.  

TLDR: Events are evolving, not just because of technology, but because of the changing desires, focus and voices of the newer generations that are attending events. 

The Changing Attendee Demographics and Values

One of the biggest shifts in event planning is driven by changing demographics in the workforce. By 2030, Gen Z will represent 30% of the workforce, while Boomers will fall to just 5% and Gen X to 20%. This new generation brings with it different values—namely, a strong emphasis on experiential learning, social responsibility, and sustainable environments. Events that embrace these priorities are more likely to resonate with attendees and see repeat engagement.

How Much Are Event Programs Really Evolving?

Even with new technologies and an evolving attendee demographic, the majority of event planners—74%—report only moderate or minimal changes to their programs. Almost half (47%) say they don’t feel empowered to make necessary changes to keep up with audience needs, while only 44% feel their events adapt sufficiently to evolving expectations. This lack of evolution suggests a gap between what attendees might be looking for and what events are actually delivering. It also indicates to us that the basics are still as important as the bells & whistles. 

Business and Operational Challenges in Event Planning

The next few years pose some clear business and operational challenges for event organizers. According to the report, planners identified two primary areas of focus:

• Profitability: 57% of planners are focused on increasing profitability and making meaningful contributions to their organization’s bottom line.

• Attendance Growth: 49% cite increasing attendance as a top priority.

• Exhibitor and Sponsor Engagement: 37% are concerned with boosting exhibitor and sponsor participation, which is increasingly essential for event sustainability.

Meeting these goals requires strategic planning, but rising costs and attendee experience expectations can make it difficult for planners to meet all the event’s expectations.

Priorities for 2025: Attendance and Attendee Experience

The report shows that over the next 12 months, two priorities stand out for event organizers:

• Growing Attendance and Revenue (46%): More attendees typically mean more revenue and better engagement, so increasing attendance is high on the priority list.

• Enhancing the Attendee Experience (42%): This focus on experience highlights a key shift in the industry: attendees are no longer content with passive participation—they want immersive, memorable interactions. This is also likely heavily weighted again on the changing demographics of the workforce and perhaps the continued heavy influence of social media. 

Attendee Experience Misconceptions: What Attendees Actually Want

To build on that the attendee experience, the report presents  some notable disconnects between what event planners think attendees value and what they actually do. This awareness can help planners assess what will make the experience more engaging and attendees coming back.  Some of those discrepancies are :

• Networking: 83% of organizers believe networking is the top on-site experience, but only 67% of attendees agree. Attendees tend to prefer more topic-based networking opportunities, such as topic specific meetups and gatherings based on similar challenges

• Product Discovery: Planners may not fully grasp the importance of product exploration; 76% see it as a priority, while a significant 87% of attendees say finding new products and solutions is a top reason for attending.

• Hands-On Interactions: Only 46% of planners see immersive experiences as essential, but 64% of attendees rank it as a priority. This difference suggests that attendees crave interactive, participatory experiences over passive learning.

Learning and Networking: What Planners Are Getting Wrong

When it comes to educational and networking experiences, planners may need to adjust their focus. Event attendees in 2025 want more structure to networking, perhaps as a smoother transition between online and IRL.  Here are some key points:

• Learning: Traditional classroom and lecture-style sessions are overemphasized by planners, while attendees place greater importance on hands-on learning and informal discussions with subject matter experts (SMEs).

• Networking: Organizers may overestimate the appeal of structured, topic-specific meetups. Instead, attendees often prefer dedicated networking zones and casual social events, which offer more flexibility and spontaneity.

Balancing Budget, Attendees and Exhibitor Challenges

Event commerce strategies seem to align with attendee expectations in some ways, but exhibitors often feel that their needs aren’t being met. Many exhibitors desire attendee lists to help them target and follow up with potential leads, but privacy and data-sharing concerns make this a hard line to toe. Additionally, exhibitors are increasingly seeking more meaningful engagement opportunities, such as hands-on demos and product samples, to better reach their audience.

The Shifting Role of Wellness and Traditional Social Events

Wellness initiatives have been trendy in recent years, but according to the report, only 9% of attendees consider wellness offerings essential. Similarly, traditional happy hours and drinking-focused events are losing appeal. This shift reflects a broader trend towards more purposeful and health-conscious event programming.

— Biggest takeaways we’ll bring into 2025:—

• Survey your guests, partners and sponsors - and LISTEN to them

• Attendee experience should be at the top of the list when planning an event, don’t let it be on the back burner, or it will come back to haunt you.

• Attendees in the post-COVID era want to have a slightly structured networking experience. Have sessions and activations to plant those seeds organically. 

• As the younger generations take a larger hold of the workforce, remember to shift your plans to match their expectations.  Their values, motives and methods are different, take note. 

Reports like Freeman Event Organizer Trends remind us that change is inevitable and if we’re not asking the questions, we’ll never find the answers . As the attendees shift, so should the events. Listening to attendee, exhibitor, and sponsor needs—and acting on them—will be crucial in 2025. By centering on what truly matters to the modern attendee, planners can create engaging, impactful events that keep people coming back year after year.

How are you shifting your event programs to capture the new expectations from attendees?

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