What Modern Attendees Expect: Data, Design, and the Future of Events

Many events are designed by boomers, for boomers—even as Gen Z becomes the fastest-growing demographic in the workforce. As a result, these events struggle to connect with the next generation of attendees.

In this episode, Rachel Andrews talks with Ken Holsinger, SVP of Industry Research and Insights at Freeman. Drawing on data from millions of attendees, Ken discussed why only 30% of first-time attendees return, how an aging workforce is affecting event participation, and why many events struggle to drive retention.

In this episode, you’ll learn:

• The future of event planning: Learn what events need to succeed in 2026 and beyond.
• Navigating the generational shift: Discover what Gen Z and Millennials really want from events.
• How to understand attendee behavior: Dive into the data behind why attendees stay or leave.

Things to listen for:

(00:00) Introducing Ken Holsinger

(04:32) How outdated event strategies impact engagement

(06:40) Understanding Gen Z and Millennials' expectations for events

(10:49) How to align event goals with audience needs

(19:06) The X factor in events

(20:46) What event planners should be doing today

Resources:

Freeman End-of-Year Trends Recap: https://www.freeman.com/resources/freeman-end-of-year-trends-recap/