Eventbrite Research: Australians Believe Events Inspire Positive Change in the World

By Eventbrite, 5 September, 2017


Eventbrite, the world’s largest event technology platform, today released new research revealing that Australians of all ages believe that live events can drive positive change for the country, and that Australians and New Zealanders attend more live events than any other country in the world, from music concerts and beer festivals, to more cause-related events like marches and rallies.

The findings show that, regardless of age, gender and income,  Australians believe events are one of the most effective ways to bring people together to inspire positive change – with Millennials leading the charge in attending events to support causes they are passionate about.

Key Insights: Australians believe events influence cultural change 

  • 90% of Australians believe it’s essential for people to come together in person to promote positive change — regardless of age, gender, income, or geography — and 1 in 4 Australians attended an event supporting a particular cause within the last year.
  • More than four in five (83%) of Australians agree that attending live events makes them feel more connected to other people, the community, and the world — higher than any other country surveyed, including the US and UK.
  • 80% of Australian men and women agree that attending a live event has been more successful at expanding their perspective than just reading about a topic online. But interestingly, an event doesn’t have to be “political” to create an impact: 90% of people believe that all types of live events can inspire positive change for the country.

Phil Silverstone, General Manager, Australia and New Zealand, Eventbrite said of the findings: “Live experiences have the power to expand perspectives and influence our lives in a way that online interactions can’t.  As the live event landscape continues to grow, we’re seeing an increasingly strong demand for experiences that connect us in real life and contribute to growth and positive change.”

Key Insights: Millennials fuel experience economy and engage with social issues through live events

  • Often referred to as the “experiences generation,” 9 out of 10 Millennials aged 18-34 (91%) have attended at least one live event within the past 12 months, ranging from entertainment-focused experiences like music concerts and beer festivals, to more cause-related events like marches and rallies. 
  • 81% choose to buy an experience rather than something desirable, ahead of their Gen X (35-45) peers at 72%.
  • While both Millennials and Gen X agree that events are the most effective way to leverage change, when it comes to getting out and taking action, a quarter of Millennials (25%) have attended an event to support a cause in the last year, compared to 17% of Gen X.
  • 67% of Millennials reveal that engaging with a not-for-profit or political cause online has encouraged them to take action offline (compared to 56% of older generations).

“Millennials represent one-third of the national population, and the importance that young people place on live experiences should encourage the thousands of event organisers using Eventbrite across Australia,” Phil Silverstone added. “Live events provide a great way for people to connect with their community and the wider world, and given that Australians and Kiwis attend more events than any other country, we should be proud to lead the way when it comes to creating real social change through shared experiences.”

Source: Eventbrite