Freeman Trends Report: What’s Keeping People Away
Understanding what’s keeping your attendees on the sidelines.
Growing event attendance isn’t just about keeping your current audience happy — it’s about understanding the people who aren’t in the room yet.
Freeman Strategy & Insights surveyed nearly 20,000 respondents to uncover what differentiates non-attendees from recent attendees: what they value, what holds them back, and — most importantly — what would convince them to show up.
The findings are clear: This audience isn’t disengaged—they’re making a deliberate value decision. If they don’t see how an event will help them achieve their professional goals, they choose not to attend.
What You’ll Learn
Why value-for-cost perception is the #1 barrier keeping people away (and how to overcome it)
How non-attendee career priorities differ from current attendees
Which learning formats, networking structures, and expo hall experiences are most likely to turn a non-attendee into a first-timer
How to apply Freeman’s XLNC Framework to build an event strategy that speaks directly to your untapped audience
Download the report to find out what it takes.
