CHICAGO — Freeman released a new research report — “Gen Z Report: The Value of Live Events in a Digital World” — that sheds new light on the perceived importance of live events and in-person connection from the perspective of Gen Z professionals.
“Gen Z Report: The Value of Live Events in a Digital World,” a study conducted in partnership between Freeman and The Harris Poll, represents the first in a series of three research releases, and dives into some of the misconceptions about Gen Z as well as how event producers can best connect with them and meet their needs.
“The Freeman report series, conducted by Harris Poll, highlights the value of live events in building relationships, enhancing skills, and strengthening brand trust. It provides event decision-makers and brands with key insights into how in-person events foster trust, loyalty, professional growth, and meaningful connections,” said Mickey Wilson, Freeman’s CMO. “The first report in the series, Gen Z Report: The Value of Live Events in a Digital World, explores how live events support Gen Z’s development in a tech-driven world. Up next, our second report will examine the role of in-person interactions, in an era of rising mistrust and AI-driven change—showcasing their power in reinforcing brand trust. Finally, the third report will unpack the ROI of relationships, revealing the tangible impact of live experiences on professional growth, from skill-building to creating stronger workplace connections.”
Misconceptions and Generalizations
Interestingly, despite Gen Z being born into a world already saturated with digital tools and technology, 69% of Gen Z say that technology has made them feel less connected and more isolated from others in their companies and industry. Ninety-one percent said they’d like a balance between technology and in-person opportunities with colleagues and peers.
Findings from this report show that while Gen Z can be described as a “digital-first group,” they really want in-person connection to help benefit their business relationships, careers and personal growth. It also shows that Gen Z has similar perspectives on tech isolation and the value of in-person connection to Millennials and Gen X.
Key Findings:
- 89% of Gen Z professionals agree that relationships made at in-person events are critical to building professional confidence
- 86% of Gen Z professionals want their companies to allocate more spending to live events to help build strong business relationships
- Gen Z reports having fewer strong business relationships (16 on average), compared to Millennials (21) and Gen X (40), highlighting a need for in-person networking opportunities
- 79% of Gen Z feel like companies focus more on technology to connect to people than building in-person connections
- 91% of Gen Z say in-person events are some of the best ways to build up an employee’s social and interpersonal skills
- Only about two in five Gen Zers say they have high confidence in building strong business relationships or networking with other industry professionals
“One of the report’s most interesting findings is that 91% of Gen Z professionals see in-person events as key to building social and interpersonal skills. This highlights the digital paradox that exists today. While Gen Z sees technology as essential to their lives (86% according to a study conducted by the Consumer Technology Association), over two-thirds of this generation are feeling more isolated. Despite being digital natives, they value face-to-face connections, showing the value of events in helping to develop critical skills as well as move business forward. Understanding exactly who attends your events and what type of experience they seek allows show organizers to deliver the personalized value they’ve come to expect,” Wilson said.
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Freeman’s Takeaways
Throughout the report, there are a plethora of key takeaways and tips for event organizers, such as:
- Use tech thoughtfully to facilitate and enhance real-world interactions that make sense to digitally fluent generations
- Brands and organizations have a chance to build deeper bonds with Gen Z by helping them build skills and career connections at events
- Organize mentorship matchups to give Gen Z the chance to learn from older and more seasoned colleagues
- Create interactive workshops to help Gen Z practice their soft skills
At the end of the report, Freeman also gives six actions event producers can take to ensure they’re tailoring their events to Gen Z audiences.
- Personalize the Experience
- Energize Engagement
- Connect Peers
- Broaden Networking
- Balance Tech and In-Person Connections
- Invest in Gen Z Programming
“If you’re starting small, focus on balancing tech and in-person connections. Tech should enable — and not compete with — the shared experience and connection that Gen Z craves. Done well, tech-enabled features like networking apps and gamification will make it easier for Gen Z to have conversations at an event, helping them learn while also developing their interpersonal skills and business relationships. Start here for a solid foundation to build upon,” Wilson said.
Find and download the full report here.
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