{"id":352084,"date":"2026-05-23T16:09:49","date_gmt":"2026-05-23T16:09:49","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/new-report-finds-b2b-event-attendees-are-getting-younger\/"},"modified":"2026-05-23T16:09:49","modified_gmt":"2026-05-23T16:09:49","slug":"new-report-finds-b2b-event-attendees-are-getting-younger","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=352084","title":{"rendered":"New Report Finds B2B Event Attendees Are Getting Younger"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div><input type=\"hidden\" value=\"\" data-essbispostcontainer=\"\" data-essbisposturl=\"https:\/\/helloendless.com\/average-age-of-attendees\/\" data-essbisposttitle=\"New Report Finds B2B Event Attendees Are Getting Younger\" data-essbishovercontainer=\"\"\/><\/p>\n<p><span style=\"font-weight: 400;\">A recently published <\/span><a href=\"https:\/\/www.freeman.com\/resources\/freeman-trends-report-q1-2023\/\"><span style=\"font-weight: 400;\">Freeman report<\/span><\/a><span style=\"font-weight: 400;\"> highlights a significant shift in the demographics of B2B event attendees. With this new generation of younger, more diverse, and more educated attendees emerging, the event industry must adapt to meet their evolving needs and expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this episode of the <\/span><a href=\"https:\/\/helloendless.com\/category\/podcasts\/event-brew\/\"><span style=\"font-weight: 400;\">Event Brew podcast<\/span><\/a><span style=\"font-weight: 400;\">, Xander, Will Curran, Arianna, and Nick dive into this shift; from understanding the motivations behind younger attendees, and rethinking exhibit halls, to embracing new technology, the Brew Crew explores how event professionals can harness this shift in demographics to create events that cater to the next generation of event-goers. Tune in and find out what they have to say!<\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p><iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px);\" title=\"New Report Finds B2B Event Attendees Are Getting Younger\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=nj39u-13eccf3-pb&amp;from=pb6admin&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1&amp;font-color=&amp;logo_link=episode_page&amp;btn-skin=7\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe><\/p>\n<h4><b>Why Older Generations Might Pass on Events More Than Younger Generations<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Arianna starts today\u2019s discussion by giving us some context. \u201cFreeman uses the term \u2018Next Gen Event Goer\u2019 (NGEG). Freeman defines this group as quite a bit younger, about seven years younger on average. They\u2019re also saying this group is more likely to be female, has more demographic diversity, and has higher levels of education than event goers over 45, which I found interesting.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019re talking about B2B events here. These are people attending events on behalf of their businesses,\u201d says Xander. \u201cAt some point, retirement age happens, and people might not be as prone to attend something they\u2019re no longer obligated to. I think that\u2019s a pretty clear indicator that the workforce is having this shift. The younger generations within these workforces are probably more prone to attend these events and are more willing to travel as well.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI\u2019m interested in the fact that the friction of attending events is probably a big part of it,\u201d shares Nick. \u201cIf you\u2019re a senior, you used to go to events because you had authority. Maybe they\u2019re (younger generations) acquiescing their authority, or events don\u2019t require as many authoritative people. The best case scenario is an even mix.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe senior decision makers are also younger,\u201d adds Will.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThat\u2019d be what I\u2019d want to know,\u201d says Nick. \u201cAre they sending people to these events on their behalf, or are they empowering the people they\u2019re sending? Age is one biographic input, but I want to know more about the decision-makers. Is there a diminishing level of C-suite people attending events? Or is it simply that people of these ages have higher positions? That\u2019s more important than their age. But one of the most interesting things is, it seems like people under the age of 40 are still interested in live events.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arianna has an idea about why that might be the case. \u201cI would guess that folks want to build networks at events rather than make purchasing decisions. This is an opportunity not to be missed because you\u2019re not getting those interactions on the street.\u201d\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the <\/span><a href=\"https:\/\/www.freeman.com\/resources\/freeman-trends-report-q1-2023\/\"><span style=\"font-weight: 400;\">Freeman report<\/span><\/a><span style=\"font-weight: 400;\"> would agree. It states, \u201cAlthough more employees are back in a physical workplace at least a few days a month, people are still interested in more connection with their peers and looking to build professional networks in person.\u201d<\/span><\/p>\n<h2><b>What Do We Do Now?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">After learning about this shift in the average age of B2B event attendees, the natural next question is, what next?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cFrom a positive side, it gives us a more specific idea of who our attendees are,\u201d says Will. \u201cOften, we plan events for a wide age range. One positive is that this gives us a little bit of an easier planning process. And that was one of my questions. We now know that there\u2019s been a six-year jump down in age. What do we need to do now?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYou made me reflect on, have I considered age as a factor before?\u201d says Arianna. \u201cI can\u2019t say that I\u2019ve considered age as much as experience level and how to optimize networking for experience level. It\u2019s got me thinking about, do I need to look at some of these attendee demographics in a new way moving forward?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xander finds himself in a similar situation. \u201cIt hasn\u2019t been a major consideration for most of my programming. There may be an interesting scenario where you see the opportunity to make optimized changes for this NGEG attendee. Still, many organizers are probably more on the generalist side of things. There are lived experiences that probably need to be addressed and catered towards, but I don\u2019t anticipate the planners\u2019 perspective changing too much with this in mind because we try to curate things towards as wide but as focused of a population as possible within our attendee basis.\u201d\u00a0<\/span><\/p>\n<h4><b><a href=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-scaled.jpg\" rel=\"prettyPhoto[gallery-ZHZE]\" data-slb-active=\"1\" data-slb-asset=\"1526691689\" data-slb-internal=\"0\" data-slb-group=\"44055\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-44060\" src=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1920\" srcset=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-scaled.jpg 2560w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-300x225.jpg 300w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-1024x768.jpg 1024w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-768x576.jpg 768w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-1536x1152.jpg 1536w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/mimi-thian-vdXMSiX-n6M-unsplash-2048x1536.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\"\/><\/a>Do I\u00a0 Even Care About Age?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">\u201cNick, I have to tag onto something you said earlier,\u201d says Arianna. \u201cI want you to talk more about it. Does their age matter? Do they have decision-making power, and have the titles changed? Because I\u2019m like, do I even care about age?\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cFirst off, if you can get more data on personas, the clearer picture you have,\u201d says Nick. \u201cOne of the things said in this report is that the biggest opportunity you have in understanding age-based demographics is that generation\u2019s needs and expectations.\u201d As Nick puts it, older generations see some experiences as nice to have, whereas younger generations have different baseline expectations\u2014for example, personalization.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYounger demographics generally prefer increased personalization,\u201d continues Nick. \u201cThat\u2019s a generalized statement. However, these generalizations can be useful if you\u2019re in a decision-making process between one thing and another. Understanding your audience is a big deal.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s a good point,\u201d says Will. Curious about a point Nick made about buyers, Will researched more. \u201cI found an article on Trust Radius, which states \u200b\u200b<\/span><a href=\"https:\/\/www.trustradius.com\/vendor-blog\/millennial-b2b-buyers-what-you-need-to-know-about-the-new-wave-of-decision-makers\"><span style=\"font-weight: 400;\">60% of all B2B tech buyers<\/span><\/a><span style=\"font-weight: 400;\"> are millennials. We\u2019re hitting this point where millennials are the predominant demographic for both buyers and attendees of events.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interested in this statistic, too, Arianna turns the Brew Crew to how age-based demographics might influence purchasing decisions. \u201cThat speaks to how we might coach our expo folks,\u201d she says. \u201cOf all the resources millennial buyers use, vendor reps and materials are the least trustworthy and influential. Maybe buyers are buying differently, and we need to shift event design around more thought leadership for these vendors and less of this, \u2018Meet a rep in the expo hall.\u2019\u201d<\/span><\/p>\n<h4><b>Personalization and Engagement are not Going Away.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">One key finding in the Freeman study is that the NGEG will not respond to a one-size fits all strategy. The key \u201cis to offer personalized content that capitalizes on its chosen medium and emphasizes the attendee experience.\u201d The Brew Crew talks about this next.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOne thing I don\u2019t see at many events is the chance to have conversations with the speakers,\u201d says Will. \u201cThere\u2019s much more of a need for, instead of an exhibit hall, a table set up where the speakers are, or maybe there\u2019s a speaker networking time. As an attendee, I would get more value from it. As a speaker, I would get more value from it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI have also heard this call for more engagement with speakers,\u201d says Arianna. \u201cOne of the things we\u2019re doing this year is pairing our stage segments with a follow-up round table hosted by the speaker. We\u2019ve all gotten used to being a part of the show. The digital space leveled that front-row experience and the VIP experience; we all got a front-row seat. We need to find ways to translate that into onsite events as well.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think personalization is just not going away,\u201d adds Nick. \u201cThat\u2019s probably one of the biggest elements of this, inclusivity and personalization. This new group of attendees isn\u2019t asking for things people don\u2019t already want. They\u2019re just willing to fight for it. These are positive net gains for everyone.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think the markets which focus on networking solutions, personalization, and an increased sense of belonging and equity for their increasingly diverse audiences are the ones that are going to be the best put forward,\u201d concludes Nick.<\/span><\/p>\n<h2><b><a href=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-scaled.jpg\" rel=\"prettyPhoto[gallery-ZHZE]\" data-slb-active=\"1\" data-slb-asset=\"1047939858\" data-slb-internal=\"0\" data-slb-group=\"44055\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-44058\" src=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1569\" srcset=\"https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-scaled.jpg 2560w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-300x184.jpg 300w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-1024x628.jpg 1024w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-768x471.jpg 768w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-1536x942.jpg 1536w, https:\/\/helloendless.com\/wp-content\/uploads\/2023\/05\/akson-1K8pIbIrhkQ-unsplash-2048x1255.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\"\/><\/a>B2B Event Attendees are Younger: What Next?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As the Brew Crew begins to wrap up, Arianna turns the group to the final question for the day. \u201cI\u2019m curious what everyone\u2019s first thought is. My attendees are younger. What next? My first thought was, \u2018Oh great! Now I can use QR codes.\u2019\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nick thinks everyone should blast their excuses away. \u201cBlow those excuses out of the water. \u2018Our members don\u2019t do this. Our attendees don\u2019t do this.\u2019 I think we can start pointing to these numbers saying that\u2019s categorically untrue, and you might be behind the times using past information to inform current decision making.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Will thinks the culture of events will change entirely. While the growing trend of <\/span><a href=\"https:\/\/helloendless.com\/cannabis-at-events\/\"><span style=\"font-weight: 400;\">cannabis at events<\/span><\/a><span style=\"font-weight: 400;\"> is a great example, he also references other changes. \u201cMaybe an example is the willingness to hear cursing on stage. It changes what kind of music you\u2019re playing, what kind of jokes you\u2019re making in your marketing, and what\u2019s socially acceptable on stage.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What are your thoughts? How will the shift in the average age of B2B event attendees affect how you plan and design your events? Email us your questions or your thoughts. Maybe your feedback should be the topic of the next <\/span><a href=\"https:\/\/offers.helloendless.com\/event-brew\"><span style=\"font-weight: 400;\">Event Bew episode<\/span><\/a><span style=\"font-weight: 400;\">. We\u2019ll catch you here next time.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>A recently published Freeman report highlights a significant shift in the demographics of B2B event attendees. With this new generation of younger, more diverse, and more educated attendees emerging, the event industry must adapt to meet their evolving needs and expectations. In this episode of the Event Brew podcast, Xander, Will Curran, Arianna, and Nick [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":352085,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98318,173092,138801,105106,112553,112554,12447],"tags":[79911,14810,9252,16649,10930,25290],"dealstore":[],"offerexpiration":[],"class_list":["post-352084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audience-engagement","category-conventions","category-event-brew","category-event-industry","category-event-strategy","category-event-trends","category-social-media","tag-attendees","tag-b2b","tag-event","tag-finds","tag-report","tag-younger"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New Report Finds B2B Event Attendees Are Getting Younger - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=352084\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Report Finds B2B Event Attendees Are Getting Younger - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"A recently published Freeman report highlights a significant shift in the demographics of B2B event attendees. With this new generation of younger, more diverse, and more educated attendees emerging, the event industry must adapt to meet their evolving needs and expectations. 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Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=352084","og_locale":"en_US","og_type":"article","og_title":"New Report Finds B2B Event Attendees Are Getting Younger - Som2ny Network","og_description":"A recently published Freeman report highlights a significant shift in the demographics of B2B event attendees. With this new generation of younger, more diverse, and more educated attendees emerging, the event industry must adapt to meet their evolving needs and expectations. 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