7 Ways to Next Gen-Proof Your Events

In just a few years, three-quarters of the workforce will be made up of the two youngest adult generations. By 2030, Gen Z (born between 1995 and 2010) will comprise 35% of the workforce and Millennials (born between 1981 and 1994) will represent 40%.

A new report from Maritz warns that “we ignore the needs of these generations at our peril.”

Here are 7 steps you can take to make sure that you are not only paying attention to what they want from an event, but also avoiding those things that will keep them from attending at all.

1. Show the ROI for Them

Younger attendees feel they give things up when they travel to an event, such as self-care routines, time away from family, hidden financial costs — even emotional safety. Strategies such as building in free time and including creative opportunities for restoration and relaxation will help overcome these concerns.

For more information, download Skift Meetings' new report, Events for a Multigenerational Workforce, here.

2. Share Who’s Coming

Unlike previous generations, many of whom considered it an adventure to find out who was attending once they got to the meeting, 59% of Gen Z will avoid an event if they don’t know someone else who is going. It’s up to planners to break down that barrier.

3. Personalize the Experience

Younger generations are used to scrolling posts with suggested activities based on their algorithms and using AI to create customized itineraries. 

Organizers can do the same, by developing personalized recommendations based on their interests uncovered during registration. This could include which sessions to attend, which event-goers to meet, expo hall areas and exhibitors of interest, and give back opportunities that connect with their passions

It could also include activities for their free time. If the event is in Seattle, for example, you might suggest that one attendee might enjoy a half-day picnic and bike or rollerblade rental along Alki Beach, while another might enjoy the natural beauty of Snoqualmie or the Olympic peninsula.  

4. Make Networking Easy and Fun

According to the report, only two in five Gen Z’s feel confident networking with people in their industry or building strong business relationships. Lack of practice is a likely reason, according to Dr. Corey Seemiller, a professor, author, and speaker who researches generational dynamics in the workplace.

“Not only did they grow up as digital natives, they came of age in an era of structured and supervised activities rather than the unstructured, spontaneous play that was common in earlier generations,” he said.  

Planners can help by realizing that the standard cocktail reception where people are on their own to network won’t work for this group, and adding icebreakers, CSR, and other fun activities.

5. Help Them Find Their People

Younger attendees approach identity and community differently, explains Dr. Seemiller. They seek micro-communities and niche subcultures that let them connect with like-minded individuals around shared interests. They are accustomed to forming online connections that cross traditional lines.

Planners can take steps to create communities around shared passions, such as gamers, foodies, or thrill-seekers.

6. Respect Their Need for Authenticity.

Younger attendees want to feel a sense of place and to interact with everyday people. The report suggests that planners rethink standard practices such as using motorcoaches and allow attendees to take  public transportation, or skip the tour guide and suggest they take a self-guided tour. Outings could focus less on visiting historic sites and more on exploring unique neighborhoods.

The report also suggests using real voices, tone, and imagery in promotions; hiring diverse, relatable speakers, not just big names; ensuring that content and design choices align with your organization’s stated values; and using communication styles that are perceived as more authentic, such as storytelling and unscripted videos.

7. Embrace Diversity

Younger attendees want to see diverse perspectives not just as an add-on, but woven into the fabric of the event itself.  

“Many attendees identify as LGBTQ+, immigrants, or children of immigrants,” said Seemiller. “They want to be seen. They want their identity to be acknowledged.”