Free Food, Giveaways Or Influencers? What Different Generations Want From Brand Events

Free food and drinks are the most appealing feature of brand-sponsored events, cited by 45% of U.S. adults, according to YouGov. The appeal is especially strong among Gen Z (51%), millennials (49%) and Gen X (49%), while giveaways and prizes are another popular attraction, particularly among Gen X (45%). Younger consumers are more interested in exclusive access, photo opportunities and influencer appearances, but convenience matters across generations. An inconvenient location is the leading reason Americans would skip a brand event (45%), followed by concerns about cost and time.

For restaurants, grocery stores, beverage retailers, shopping centers, auto dealerships, fitness centers, entertainment venues and other local businesses, the findings offer useful guidance for planning events that attract customers. Sellers can encourage these advertisers to promote complimentary refreshments, giveaways, product demonstrations and special experiences while emphasizing convenient locations and the value of attending.