Key findings:
- Inconvenient locations are the leading deterrent to attending brand events (43%).
- Free food and drinks are the most sought-after event feature across generations (41%), with half of Gen Z (50%) looking for them compared with 26% of Baby Boomers+.
- Exclusive access to products, content and information has limited appeal with 21% of Gen Z saying they look for it at an event, falling to 10% of Baby Boomers+.
As the holiday season approaches, brands across Britain are preparing events and experiences to connect with consumers. But what makes Britons want to attend, and what might tip them to stay home?
New YouGov Profiles data explores what Britons across different generations look for in events, and the factors that could discourage them from attending.
What do different generations want from events?
Free food and drinks lead the table in what people look for in an event.
Gen Z are the most likely to look for free refreshments at events (50%), followed by Millennials (44%) and Gen X (38%). Even among Baby Boomers+, where the figure is lowest at 26%, free food and drinks remain the most popular perk.
Giveaways and prizes are the next most popular option, particularly among Gen Z (39%), Millennials (36%) and Gen X (35%). Baby Boomers+ are less likely to look for them (22%).
Gen Z lead in valuing exclusive access to products, content and information (21%), followed by Millennials (16%), Gen X (13%) and Baby Boomers+ (10%). They also outpace others in looking for fun photo opportunities (16%) and celebrities or influencers (12%), although these features attract relatively smaller proportions overall.
Millennials are the most likely to look for new technology at events (18%), slightly ahead of Gen Z and Gen X (16% each). Meanwhile, live performances have fairly consistent appeal across generations, ranging from 22% of Baby Boomers+ to 27% of Gen Z.
Baby Boomers+ are the most likely to value a connection to a charity or social issue (17%), although Gen Z are close behind (16%). They are also considerably more likely to say none of the listed features appeal to them (36%), compared with 25% of Gen X, 22% of Millennials and 13% of Gen Z.
What deters different generations from attending brand events?
An inconvenient location is the biggest potential deterrent to attending brand-organised events, cited by 43% of British adults. The concern is consistent across generations, with 44% of Gen X and Baby Boomers+ citing inconvenient locations, compared with 43% of Gen Z and 42% of Millennials.
Cost and time are also common considerations across generations. Gen Z are the most likely to cite being “a waste of money” (41%) or “waste of time” (35%) as reasons to skip attending, compared with 28% and 27%, respectively, of Baby Boomers+.
Younger Britons are more likely to be put off by a lack of free food or drinks. Nearly one in five Gen Z (19%) cite this as a reason not to attend, compared with 8% of Baby Boomers+. Gen Z are also the most likely to cite a lack of sustainability (17%), compared with 11% of Baby Boomers+.
When it comes to a lack of accommodation for children, Millennials are the most likely to be discouraged (11%), compared with 6% of Gen Z and just 3% each of Gen X and Baby Boomers+.
Meanwhile, Baby Boomers+ are slightly more likely than other generations to avoid events organised by brands they dislike (30%), although this concern is fairly consistent across age groups.
Methodology:
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between October 2025 and October 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.
Overall, convenient locations, free refreshments and giveaways have broad appeal, while additional features such as exclusive access, new technology and entertainment may be more relevant depending on the generation being targeted.
Image credit: Getty Images
