“The Party Scientist” Jacques Martiquet replaces traditional keynotes with interactive opening ceremonies.

In today’s digital world, live in-person events are more essential than ever. New research from Freeman, conducted with The Harris Poll, underscores their powerful role in building brand trust.

The study also reveals that 95% of attendees trusted brands more after experiencing in-person events, while 71% of brands saw reputational declines through other channels in 2024.

Key findings include:

• Face-to-face matters: Live events foster authentic, lasting connections and positively impact brand perception for 92% of professionals
• Digital fatigue is real: Gen Z and Millennials feel increasingly disconnected due to tech and AI overload
• Post-event engagement is strong: 87% of professionals visit brand websites and want to engage online after attending live events

These findings are part of the 2025 Freeman Trust Report, which highlights how, in the digital age, in-person events provide unmatched opportunities to build trust, foster collaboration and create authentic connections that can drive business success in ways that simply can’t be replicated in virtual settings.

The Human Element Can’t Be Replicated

While trust can begin to form online, it’s solidified in person. The subtle cues we pick up in body language, eye contact and vocal tone help us read and understand one another more fully. These micro-interactions — so natural in live settings — are often flattened or lost in virtual environments.

A quick hallway chat or shared meal during an event can communicate more sincerity and reliability than a dozen follow-up emails. That’s the magic of proximity: It accelerates connection. Some of the best moments at events aren’t found on the agenda. They happen in line for coffee, during the bus ride to a venue or while unwinding after a packed day of sessions. These unplanned interactions are the breeding ground for new partnerships, mentorships and even friendships.

In contrast, digital meetings tend to be task-oriented and time-constrained, leaving little room for discovery. In-person events open the door to chance encounters and deeper conversations that often lead to long-term value.

There’s a reason people remember who they sat next to during a powerful keynote, or who joined them for a team-building challenge. Shared experiences create lasting memories — and those memories translate into emotional connections.

Whether it’s the adrenaline of a group activity, the vulnerability of a candid discussion or the joy of a celebration, experiencing something together deepens relationships in a way that’s hard to recreate through screens.

In particular, for internal company events, retreats or incentive travel, gathering in person is key to reinforcing values and culture. Team members can see leadership in action, observe how decisions are made and feel part of something larger. Culture isn’t something you declare — it’s something you demonstrate. And people must witness it live to believe in it.

For public events, that same principle applies: Clients, partners and prospects get to experience your brand’s personality, energy and commitment in real time. From a business perspective, in-person events are more than just line items in a marketing or HR budget — they’re investments in relationship capital. Every handshake, eye-to-eye conversation and moment of shared insight can lay the groundwork for future deals, loyalty and collaboration.

While digital tools help keep the conversation going, it’s the in-person touchpoints that often give relationships the momentum they need to grow.

In-person events aren’t just “nice to have” anymore. They’re essential for building the kinds of relationships that fuel trust, creativity and long-term success. As we navigate a hybrid future, the organizations that prioritize face-to-face experiences will stand out — not just for their events, but for the relationships they cultivate. Plus, face-to-face interactions allow individuals to perceive all of the nonverbal cues that are essential for building trust and credibility.

Intentional Design Sparks Authentic Connections

“We are in a time of incredible disruption and transition with the advent of AI and other tech tools to make it possible to hold meetings and conferences virtually, with all of the benefits of saving time and costs of having to travel to attend events in person,” says Ira Ozer, president of Innovation Meetings. “But as much as these tools and technologies can boost our efficiency, in many ways they don’t boost our effectiveness. We are human beings who thrive on having personal connections and relationships.”

“So, while we can transition some of our events to virtual formats,” Ozer continues, “it is important to hold live events and, critically, to enhance their performance by improving the ways we can help people connect and build relationships with one another. When people have connections and relationships, that’s when the magic of collaboration and innovation happens.”

As planners, it’s important to remember that most people do not have “socializer” personalities that enable them to network with others naturally. That’s why it’s important to implement ways for them to connect.

“There are a number of solutions to accomplish this in a superficial way, such as icebreaker trivia contests, but I recommend more profound solutions such as teaching people about personality styles, so they can understand theirs and the others’ at the conference and learn how to effectively communicate with people,” Ozer says.

He recommends “Personality Poker,” which was developed by innovation expert Stephen Shapiro and can be facilitated in either small or large group formats.

“It is reasonably priced and can be led by facilitators who learn it in a two-hour online certification course,” Ozer says. “Another excellent solution is for attendees to take the ‘Motivators Assessment,’ which is available from FindMojo, formerly The Culture Works, based on the research-based book ‘What Motivates Me?’”

Attendees can take a short 10-minute assessment before or during the conference. This will provide them with a report that identifies their primary motivators and “identities.” A facilitator can then explain ways they can improve their communication with one another both during the event and going forward, Ozer explains.

Setting Attendees up to Really Connect

What are some other ways can you make sure your attendees cultivate as many meaningful relationships as possible at your in-person events?

Known as “The Party Scientist,” Jacques W. Martiquet is an international “joynote” speaker and conference activator for Fortune 500 companies and international events. He says that in order to cultivate connection, you must create an environment of psychological safety in which people feel secure taking social risks, like approaching strangers.

“The most effective way I’ve found to achieve this is by ditching the traditional keynote and replacing it with an interactive opening ceremony that breaks the ice,” Martiquet says. “Incorporate movement, connection games, one-on-one conversation prompts and a sense of joy. When you start an event this way, it sets a relaxed, open tone that carries through the entire thing.”

If your event doesn’t have a keynote, rethink your greeting, Martiquet adds: “Instead of the usual logistical handoff ‘Here’s your badge, see you later,’ how can your greeting inspire people to feel safe making new connections and asking deeper questions? The greeting is a prime opportunity to establish social norms that encourage authentic interaction from the outset.”

A sense of community emerges when a group takes social risks together, forging bonds through shared experiences. “Research shows that activities like singing, moving or laughing in unison trigger the endorphin system, a biological mechanism that strengthens social connections,” Martiquet says. “Positive touch, like a high-five or a pat on the back, has a similar effect. These shared moments create a sense of unity that goes beyond surface-level interaction.”

At most conferences Martiquet attends, lunch conversations rarely go beyond small talk. “Nine times out of 10, they’re superficial, with no real relationships taking root,” he says. “Authentic connections form through reciprocal risk-taking, when people share their stories, emotions and values. Left to their own devices in a room, most won’t venture into this territory naturally. You have to invite it by creating a structure that normalizes deeper engagement.”

He recommends providing conversation cards with thought-provoking prompts, appointing an emcee to guide discussions or adding an “Ask me this” section to name badges to spark curiosity.

“These small interventions signal that it’s not just okay but expected to ask meaningful questions, paving the way for relationships that outlast the event,” says Martiquet. “Again, people won’t automatically go beyond small talk — you must create the explicit permission slip for them to do so. People really do want to have deeper interactions with each other. They just don’t know how, and they don’t want to take the risk. Your role as an event producer is to minimize the risk they’re taking. Normalize it. Get everyone doing it. Create an explicit invitation. Or, better yet, hire a facilitator or emcee to help you make it happen.”

Connection Doesn’t End With the Agenda

No matter what new technology comes along, nothing replaces the value of face-to-face interaction. “The energy, emotion and level of human connection are amplified when people gather in the same space — something virtual platforms can’t replicate,” says event strategist Sharon Bonner, who is also CEO and founder of Sharon Bonner Consulting and Bright Ideas Event Agency.

So, how do Bonner and her team make sure everyone networks at the events she plans?

“We start by designing customized events that prioritize connection over content. That means creating space in the agenda for meaningful interaction, such as curated roundtables, facilitated networking and interactive breakout sessions that encourage conversation, not just consumption,” she says. “We also provide attendee matchmaking based on interests, industries or goals, so people arrive at the event with warm leads, not just cold handshakes. Tools like customized networking apps  — including pre-event virtual meetings, gamification, icebreaker games and guided introductions — ensure everyone feels included and prepared to engage.”

Bonner also makes sure the events she curates are built around psychological safety and inclusivity, making everyone feel seen, heard and valued.

“Simple details, like mixed seating arrangements, welcome rituals or connection prompts, go a long way in breaking down invisible barriers and encouraging openness,” says Bonner, who adds that true networking goes beyond handing out business cards.

“We build structured touchpoints throughout the event that make connecting natural, not forced,” she says. “We have had much success at events when attendees don’t feel like they are networking and are simply enjoying themselves. Whether it’s a collaborative group challenge, a shared meal with hosted tables or a silent networking wall where people can leave messages or find mutual interests, we engineer environments where people feel both seen and heard, which we know is most important to the attendee.”

Camaraderie doesn’t just happen — it’s cultivated through shared experiences such as storytelling and team-building, she adds.

“We often incorporate elements like welcome receptions with intentional theming, story-sharing circles or wellness activities like group walks, sound bathing or mindfulness breaks that break down formalities and allow attendees to connect on a human level,” Bonner says.

She uses pre-event data to match attendees based on shared goals, industries or complementary skills. Then they are guided toward meaningful conversations through curated seating plans, themed discussion tables or facilitated introductions. Guests with the same-colored digital LED bracelets are encouraged to gather together for a particular purpose.

Rather than relying on unstructured mingling, Bonner incorporates guided networking sessions, interactive icebreakers and small-group workshops that encourage even the most introverted attendees to participate and engage.

Bonner deploys a team of trained event hosts, networking ambassadors or even trained actors, whose sole purpose is to identify unengaged attendees and help them integrate into conversations or groups.

“Their job is to keep the event energy high and inclusion genuine and natural. This is a game changer,” she says.

They create activities requiring teamwork and problem-solving, not competition. This can include group workshops, brainstorming labs or co-creation sessions such as group painting, where attendees must collaborate and rely on each other’s strengths.

“Networking doesn’t end for us when the event does,” Bonner says. “We facilitate post-event follow-ups through digital platforms, shared contact directories (opt-in) or reunion-style virtual meetups to help attendees continue building on the relationships they started in person. Continuing the conversation strengthens relationships, and the audience grows each year. We create camaraderie by designing experiences that encourage people to let their guard down, work together and form genuine, human connections. In those moments, lasting relationships and communities are formed.”

Of course, none of this happens by chance.

“Relationship-building is not a byproduct of our events. It’s a primary objective built into the foundation of every event experience we design,” Bonner says. “We take a holistic, human-centered approach to ensure attendees don’t just meet — they connect meaningfully. In essence, we foster relationship-building by removing friction, creating intentional connection points and designing experiences that allow people to truly see — and be seen by — one another.”

In her work as a meeting planner, producer and speaker Dianne Devitt has used a team-building theater game called “Who Am I?” which is most effective for groups ranging from 10 to 250 people.

“It’s an icebreaker that cultivates relationships and lasts throughout the entire meeting,” she says. “Although it takes work and preparation on the planner’s part, it unfolds facts about each person and gives everyone something to talk about throughout the event.”

As attendees enter an event, they receive a pen and a sheet of paper titled “Who Am I?” It will include 10 questions, such as:

• What town were you born in?
• Do you like creamy or chunky peanut butter?
• What was your first pet’s name?
• What was your nickname growing up?
• What was your first car?
• What is something that no one knows about you?
• What was your favorite subject in school?
• What is your favorite food?

Each person is required to fill in their answers and submit the finished page to the planning team before coming into the event. There is no space to fill in a name, so it’s all anonymous, but the page should include a space to add a photo later in the upper right corner. Once they are all collected, the planner or emcee will ask for everyone’s attention and explain that each person is to be given one of the sheets at random. The objective is to find the person whose paper you are holding, which means that while you are networking, you now have to seek out someone who has a cat named Scooter and once drove a red Kia. This requires everyone to start asking the people around them about ‘their person’s answers.’ Once you find your individual, you can take a Polaroid and staple it to their answer sheet. The results can then be posted for all to see.

Says Devitt: “It sounds like a lot of work, but it isn’t, and the personal information learned about each guest gives others the opportunity to get to know one another. One I specifically remember is when an attendee revealed that he and his wife adopted six children. Now that was something to talk about!”

In-person events aren’t optional. They’re essential for the building of trust, collaboration and emotional bonds that drive long-term success.

While digital tools help us stay connected, it’s the in-person touchpoints that give those relationships depth and momentum. That’s why the brands and organizations that continue to invest in live, in-person experiences will stand out — not just for their events, but for the communities they build.

As Martiquet says: “People want to connect. You just have to make it feel safe — and make it feel worth it.” | AC&F |