New Freeman Gen Z Report Reveals What Younger Audiences Need from Events

May 15, 2023

Research Reveals that 71% of Gen Z Consumers’ Trust Increased Following their Interaction with a Brand at a Live Event

Dallas, TX (May 15, 2023)Freeman, the global leader in events, has released the Freeman Gen Z Report 2023, a comprehensive research study on how the Gen Z generation views and experiences live events and the positive impact it has on brand loyalty and trust. Powered by Edelman Data and Intelligence, the Freeman Gen Z Report utilizes extensive survey data that can inform event marketers on how to reach, communicate, and influence the next generation of decision makers.

The results demonstrate a clear correlation between face-to-face interaction at live events, brand trust, and the positive effects they have on Gen Z. Key findings include:

  • 68% of Gen Z consumers feel more trusting of a brand to “do what is right” after interacting at a live event.
  • 64% retained these feelings for at least a month, resulting in a halo effect: long-term brand trust, recognition, and sales.
  • 47% dislike over programmed days at events
  • 85% say trusting a brand is critical for purchase (this could go before the 68% middle bullet and then follow up that live events help build trust)
  • 71% of Gen Z consumers say their trust increased following their interaction with a brand at a live event.

“Time is of the essence,” said Mickey Wilson, Chief Marketing Officer at Freeman. “As marketers, it’s vital to stay on top of trends and understand our consumers to fit their needs. The Freeman Gen Z Report reveals this generation of event goers want to feel fulfilled and valued. We must do our part to ensure our strategies resonate with Gen Z to keep them interested, engaged, and energized for the long haul.”

Human to human matters. The survey data also shows that at live events, Gen Z wants to interact with other attendees. Sixty one percent said they like meeting new people, clients and/or partners and 58% said they liked reconnecting.

Results of the Freeman Gen Z Report 2023 can be downloaded here and an accompanying infographic can be found here. Learn more about Freeman at

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About Freeman
Freeman is a global leader in events, on a mission to redefine live for a new era. With a data-driven approach and the industry’s largest network of experts, Freeman’s insights shape exhibitions, exhibits, and events that drive audiences to action. The integrated full-service solutions leverage a 96-year legacy in event management as well as new technologies to deliver moments that matter.

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