Freeman found in his latest research that today’s activities focus on doing business, going beyond education and networking as the main drivers of in-person engagement.
Data suggest that face-to-face events remain the most trusted channel for product discovery and sales.
“Facial events are today’s public squares. With uncertainty as AI and disinformation challenges, gathering together and having conversations in person to promote trust,” said Ken Holsinger, senior vice president of strategy for Freeman.
From “Nice to attending events” to “need to attend”
As budgets are higher, fewer and limited time for employees, attendance standards are rising. “If your activity is not essential, it is not done,” the report states.
More than half of respondents plan to compete in just two to three games in 2025. The number of people planning to participate in more than six events has been cut in half.
“In this environment, you really need to focus on being the best activity in the category,” Holsinger said.
If the event does not provide a tangible ROI, it is easy to skip.
84% of respondents said that interactions with experts about specific products are crucial to decision-making. Participants hope they can’t find reliable details online.
Face-to-face is still irreplaceable. Ninety-six percent of respondents said being able to touch or try a product can increase their confidence in recommending it. “It builds trust faster when attendees can test products, talk to experts and evaluate FIT in real time,” said Janet Dell, CEO of Freeman.
Even among the “now generation” attendees aged 22-44, 32% of them used platforms such as Tiktok, Instagram and Facebook to discover new products, the desire for discovery in person still prevailed.
However, 24% reported attending events without any tactile experience; 42% said they deprived these suppliers.
Rethinking exhibitor priorities
Despite the demand for hands-on interactions among attendees, only 44% of exhibitors believe these experiences will greatly affect customer engagement. According to Freeman, the gap is a missed opportunity.
The report urges organizers to rethink floor plans, exhibitor groups and pre-art tools to help attendees navigate according to purpose. It also recommends sharing attendee insights with exhibitors, standardizing exhibitor Prep webinars, and creating intentional opportunities for product trials and demonstrations.
Although the emphasis on business seems to be shifting from content, Freeman says it is still important, but it is only explained when it comes to supporting tangible business outcomes.
“The data is clear,” Dell said. “People are not going to attend events. They are going to evaluate, compare, decide, and they want to support the experience of this journey.”
