Freeman Report Reveals Why Professionals Skip Conferences

Event summary

  • Freeman released its 'What’s Keeping People Away' report on May 18, 2026, analyzing 20,000 non-attendees of professional events.
  • 60% of non-attendees would attend if events offered exclusive in-person education.
  • Younger professionals prioritize career advancement over social or experiential elements.
  • Traditional draws like after-hours events rank among the least influential factors.
  • Value for cost is the leading consideration for potential attendees.

The big picture

Freeman's research highlights a strategic gap in the events industry: professionals are not attending due to perceived lack of value, not disinterest. This challenges traditional event marketing strategies and underscores the need for data-driven audience engagement. The findings suggest a broader industry shift towards more targeted, outcome-focused event experiences.

What we're watching

Event Differentiation
How hands-on learning and participatory experiences will shape future event designs.
Audience Targeting
Whether event organizers can effectively shift focus from current attendees to potential ones.
Value Proposition
The pace at which events will adapt to emphasize clear professional outcomes over traditional entertainment.