Recent research presented by RainFocus, an event management platform, reveals fascinating insights into how generational differences influence preferences for event formats and giveaways. Understanding these preferences is crucial for marketers and event planners striving to create events that resonate deeply with diverse age groups. The study highlights that 73% of event attendees favor in-person formats, while 50% are inclined towards hybrid events, and 41% prefer virtual events. These statistics offer a clear indication of how live interactions still hold significant sway over audiences despite the rise of virtual and hybrid alternatives.
Generational preferences further illuminate the differences in how various age groups engage with events. Notably, 77% of Gen Z and 63% of Millennials express a willingness to travel for an event, contrasting starkly with just 34% of Boomers willing to do the same. This willingness to travel highlights a younger demographic’s desire for experiences and the importance of offering appealing destinations and programs to attract them. These generational distinctions underline the need for event planners to adopt a multi-faceted approach, catering to the diverse expectations and logistical capacities of each age group.
The study also delves into swag preferences, uncovering a wide range of favorites that vary significantly across generations. Traditional giveaways such as merchandise or drinkware are the top choices for nearly half of the respondents, yet Gen Z notably leans towards digital options like gift cards. Another intriguing aspect of the research shows that premium giveaways, including high-value items like iPads or speakers, are particularly valued by Gen Z, Millennials, and Gen X. These groups are also more likely to engage with event booths or surveys to receive such premium products. This inclination toward high-value items signals an opportunity for marketers to leverage quality giveaways to enhance participant engagement and satisfaction.
Retention of giveaways also demonstrates noteworthy trends, with 82% of respondents keeping their event swag for at least a month after the event, and 31% retaining them for over a year. This retention not only prolongs brand visibility but also indicates the significance of offering practical and memorable items that can serve as lasting reminders of the event. RainFocus’s CMO, Ashleigh Cook, emphasizes the necessity of recognizing these generational disparities to craft more inclusive and collaborative corporate events. By tailoring event experiences to meet the specific preferences and expectations of different age groups, marketers can drive higher engagement, foster innovation, and ultimately achieve greater overall success across diverse audiences.
