Key findings:
- Inconvenient locations are the leading deterrent to attending brand events (45%), with Baby Boomers+ the most likely to cite this reason (51%).
- Free food and drinks are the most sought-after event feature across generations, with 45% of all U.S. adults citing it.
- Gen Z (25%) and Millennials (24%) are the most likely to be discouraged by a lack of free food or drinks at brand events.
As the holiday season approaches, brands across the U.S. are preparing events and experiences to connect with consumers. But what makes Americans want to attend, and what might persuade them to stay home?
New YouGov Profiles data explores what Americans across generations look for at 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 want from brand events.
Gen Z are the most likely to look for free refreshments at events (51%), followed closely by Millennials and Gen X (49% each). Even among Baby Boomers+, where the figure is lowest at 43%, free food and drinks remain the most popular feature.
Giveaways and prizes are the next popular option. Gen X are the most likely to look for them (45%), compared with 42% of Millennials and Baby Boomers+ and 38% of Gen Z.
Beyond these shared preferences, younger generations show greater interest in certain event experiences.
Gen Z are the most likely to value exclusive access to products, content and information (26%), compared with 17% of Baby Boomers+. They also lead in looking for fun photo opportunities (21%), although Millennials are close behind (20%).
Celebrities or influencers appeal to 16% of Gen Z but just 4% of Baby Boomers+. A similar pattern emerges for live video streaming (13% vs. 4%).
Millennials are marginally more likely than other generations to look for new technology at events (24%), while Baby Boomers+ are the most likely to value a connection to a charity or social issue (21%).
What keeps different generations away from brand events?
Location is the biggest potential deterrent to attending brand-organized events, cited by 45% of U.S. adults. Baby Boomers and older Americans are the most likely to say an inconvenient location would discourage them from attending a brand event (51%), compared with 46% of Gen X, 43% of Millennials and 42% of Gen Z.
Cost and time are also common considerations across generations. Gen Z are slightly ahead compared to other generations in citing the event being a "waste of money” (39%) or “waste of time" (36%) as a reason to skip attending.
Younger Americans are more likely to be put off by a lack of free food or drinks. A quarter of Gen Z (25%) cite this as a reason not to attend, compared with just 16% of Baby Boomers+. Gen Z are also the most likely to cite a lack of sustainability (16%), versus 9% of Baby Boomers+.
When it comes to lack of accommodation for children, Millennials are the most likely to be discouraged (13%), more than double the proportion of Gen X (6%) and three times that of Baby Boomers+ (4%).
Meanwhile, Baby Boomers+ are slightly more likely than other generations to avoid events organized by brands they dislike (32%), although this concern is fairly consistent across age groups.
Overall, convenient locations, free refreshments and giveaways have broad appeal, while features such as influencer appearances, exclusive access and photo opportunities may be more relevant when targeting younger audiences.
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 the US and weighted by age, gender, education, region, and race.
Image credit: Getty Images
