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4 Takeaways from Big Attendee-Preferences Survey

Freeman’s annual gauge of event participants reveals a few differences between attendees of different generations—but many important similarities too.

Released in early January, the 2024 Trends Report: Attendee Intent and Behavior from trade-show, exhibit, and event-production agency Freeman addresses the key factors that influence people’s decisions to attend in-person events and their satisfaction with those events.

And while the report, based on responses from nearly 2,100 businesspeople, finds some event-related distinctions between the four generations represented in the work force—Boomers (born before 1965), Gen X (born 1965-1980), Millennial (born 1981-1996), and Gen Z (born 1997-2012)—the commonalities are striking, even as technology related to individual personalization of the business-event experience is quickly advancing.

In fact, technology is centrally related to one commonality, according to the report: “We all want to be seen, accommodated, and valued for our individuality.” That, in essence, is the definition of inclusion, and the leveraging of data can help events get there.

Read the full article from MeetingsNet to learn the survey's four takeaways.

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