2017 kicked off with the largest single-day protest in U.S. history, and the rest of the year followed suit. From the Women’s March in January to countless rallies, protests, and demonstrations, one thing is clear: amidst tragedies and turmoil, people are coming together more than ever to support, vocalize, and take action.
On Eventbrite alone, there was a nearly 30% increase in activist events this year, and the number of people participating in such events almost doubled — a 93% increase compared to 2016.
What fueled participation in activist events in 2017
According to a recent survey of 3,000 U.S. adults, 15% of millennials (ages 18-34) and 7% of Gen X’ers (ages 35-44) participated in an activist event in 2017. The survey, conducted online by Harris Poll on behalf of Eventbrite, asked what fueled this participation.
The findings, from over 200 U.S. adults who participated in an activist event this year (activists), suggest they participate to:
- Promote positive change: Activists are concerned, and they want to support the causes that matter to them. Three out of five activists (60%) participated in an event this year to promote positive change.
- Express their political opinions: Nearly half of activists (46%) participated in an activist event this year to share their point of view. More than half of activists (52%) did so because they are dissatisfied with the current administration.
- Learn more about key issues: Activists get information on the internet, but they know that live events give them a broader perspective about the issues of our times. Roughly one in five activists (21%) participated in an event this year to learn more about the issues related to an event.
- Support those affected by recent events: Nearly half of activists (46%) participated in an event this year to support people who were affected by the issues related to the event. Similarly, 38% of activists said they participated because they were personally invested in the cause related to the event.
Today’s citizens want to connect to make a difference, and it’s reflected in the types of events they choose to attend, and who they attend them with.
In-person activism extends beyond the event
Most people don’t just attend activist events to make a point. They revel in the company of people who share their values, and count on events as a way to socialize. According to the Eventbrite survey, activists are turning to these in-person events to:
- Join their friends: 31% of activists said they participated to join their friends or colleagues who were participating.
- Build in-person communities: More than a quarter of activists (27%) participated in events because they feel in-person communities are more impactful than online communities.
But while activists are turning up in person to build community, their increase in activism extends beyond events. A June study conducted by Ipsos suggests that these event-goers cherish experiences that can be shared on social media. In fact, nearly half of millennials admit they attend events for just that reason.
It’s not just vanity — people want their core values to be expressed in their social profiles. And their online engagement stretches far beyond social media. According to the Eventbrite poll, some Americans in 2017 also:
- Donated money to a cause: Roughly one in ten millennials (12%) say they donated more money to activist causes this year than last year.
- Signed a petition: Nearly one in five Americans (19%) signed more petitions this year than last year.
- Supported a vocal organization: Almost a quarter (24%) of Americans are more likely to support an organization if it’s vocal about political issues that matter to them — a good sign for brands like Patagonia.
Activism in 2018
Heading into the 2018 events season, how can event creators take advantage of this trend toward activism? Use your platform to build community around shared causes. Provide places and events that inspire conversation. Talk about your values on social media. And if you’re booking artists, choose those aligned with a cause.
To find out how to make activism a part of your event experience, download How to Craft the Ultimate Event Experience.
SURVEY METHODOLOGY
This survey was conducted online within the United States by Harris Poll on behalf of Eventbrite from December 5-7, 2017 among 3,129 U.S. adults ages 18 and older, among whom 223 have participated in an activist event this year. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Irene Lee at irenel@eventbrite.com.
