Commerce, Not Content, Drives Events, New Freeman Report Finds
In its latest research, Freeman found that today’s events are focused on conducting business, surpassing education and networking as the primary drivers for in-person participation.
The data shows that in-person events remain the most trusted channel for product discovery and sales.
“Face-to-face events are today’s public square. As uncertainty grows along with the challenges of AI and disinformation, gathering together and having conversations in person fosters trust,” said Ken Holsinger, Freeman’s senior vice president of strategy.
From ‘Nice to Attend Events’ to ‘Need to Attend’
With tighter budgets, less staff, and limited time, the bar for attendance is rising. “If your event isn’t a must-go, it’s a no-go,” the report states.
More than half of respondents plan to attend just two or three events in 2025. Those planning to attend more than six events have been cut in half.
“You really need to focus on being the best event in your category in this environment,” said Holsinger.
If an event doesn’t offer tangible ROI, it’s an easy one to skip.
Eighty-four percent of respondents say interactions with experts about specific products are critical to decision-making. Attendees want credible, detailed information they can’t find online.
In-person remains irreplaceable. Ninety-six percent of respondents say being able to touch or try a product increases their confidence in recommending it. “When attendees can test products, talk to experts, and evaluate fit in real time, it builds trust faster,” said Janet Dell, Freeman’s CEO.
Even among “Now Generation” attendees, ages 22-44, 32% of whom use platforms such as TikTok, Instagram, and Facebook to discover new products, the desire for in-person discovery still prevails.
However, 24% report attending events without any tactile experiences; 42% of whom said they deprioritized those vendors as a result.
Rethinking Exhibitor Priorities
Despite attendee demand for hands-on interaction, only 44% of exhibitors believe those experiences significantly influence customer engagement. That gap, according to Freeman, is a missed opportunity.
The report urges organizers to rethink floor plans, exhibitor groupings, and pre-event tools that help attendees navigate based on purpose. It also suggests sharing attendee insights with exhibitors, standardizing exhibitor prep webinars, and creating intentional opportunities for product trials and demos.
While the emphasis on commerce may seem like a shift away from content, Freeman said it still matters, but only when it supports tangible business outcomes.
“The data is clear,” said Dell. “People aren’t going to events to be entertained. They’re going to evaluate, to compare, to decide, and they want experiences that support that journey.”
