Gen Z is likely to reshape the future of events across the globe.
According to the Global Gen Z Report by NielsenIQ, GfK, and World Data Lab, Gen Z now makes up 25 percent of the global population. Their growing influence is already transforming expectations for events, particularly with regard to technology, inclusivity, and brand alignment.
We spoke to six industry professionals about what this shift means in practice. Read on to hear their perspectives and what organizations should be paying attention to right now.
What makes Gen Z different from previous generations
Generation (Gen) Z refers to those born between 1997 and 2012. Gen Z are digital natives, but that doesn’t mean they’re glued to their screens. Growing up in a hyper-connected world has left many feeling digitally isolated, and that’s why they’re drawn to in-person events. Face-to-face interaction offers what algorithms can’t: genuine connection, opportunities for personal growth, and a sense of belonging.
According to Generational Communication expert and author, Alastair Greener: “This generation is values-driven. They actively support brands that take a clear stand on social and environmental issues, and they expect events to reflect those values too.”
How Gen Z is influencing event destinations
When it comes to deciding on event destinations, the impact of Gen Z’s shift toward immersive experiences and unique destinations can’t be ignored.
Annette Gregg, CMM MBA CIS, CEO of the Society for Incentive Travel Excellence had this to say:
“With working populations skewing younger and the majority of the global workforce being under 40 years old by 2030 (according to PwC), it’s an exciting time for business event design.
"Superficially, for incentive travel programs, SITE’s research is showing that planners are willing to try destinations they haven’t experienced before, with one reason being that their participants are looking for authentic, immersive experiences."
“Gen Z is well-traveled and adventurous, so it’s an exciting challenge for experience designers to find destinations and curate experiences that are highly experiential, and that an attendee couldn’t replicate on their own. Even if the destination or activity has a few rough edges, Gen Z would prefer it to something that is highly manicured or feels inauthentic.”
How to design events that will engage Gen Z
The traditional program of a conference used to be to open with a keynote that set the overall theme, followed by various breakout sessions. But a 45-minute keynote with little or no interaction from attendees really doesn’t work today.
Popular opinion suggests that reducing the time of sessions is the answer. But does this really solve the problem of attendee engagement?
Victoria Matey, Event Psychology Advisor, Matey Events, says: “How our brains work has not changed in thousands of years. We can still engage in long reads and maintain attention spans that are not decreasing.
"However, what has increased is the volume of information that we are now dealing with. We need to follow the basic human rules that work for every single human being, regardless of their generation label. Cognitive overload doesn’t help anyone.”
According to a survey by Go Gather, which polled more than 50 Gen Z professionals, 61.4% lose interest in conference sessions that feel dull or irrelevant.
The same survey found that Gen Z professionals prefer to feel in control of their event experience. 75.4% preferred a mix of structured sessions and self-directed experiences, while 22.8% wanted to pick their own schedule entirely. Offering on-demand content or an open-session format can cater to these preferences.
When asked about Gen Z and event design, Shawn (Yih Hsiang) Cheng, CMP CED, Regional Director, North America ICCA, says:
“I don’t think there is a secret sauce to attract Gen Z. It's the same as we do for other generations: give them what they need. Gen Z is growing up in an information overload era. They don't have a challenge in accessing the information or knowledge they need. If they want to learn something, they can easily find resources.
“They also don't have a problem making friends or finding their community. However, they crave meaningful connections, and they want to access learning and education that they can't find online. If we can provide what they need, they will come. Not only that, they’ll be our biggest advocate, and bring their network.”
How event sponsors and exhibitors can attract Gen Z
For Gen Z, brand values aren’t a bonus; they’re the baseline. This generation backs sponsors who take visible, meaningful stances on issues like sustainability, diversity, and inclusion. Token gestures or generic branding won’t cut it.
Exhibitor activations also need to evolve. It’s no longer enough to hand out freebies; purpose-led experiences are key. Think hands-on demos, mini-workshops, or interactive installations that connect back to the brand’s core mission. For this audience, it’s less about immediate product exposure and more about creating long-term brand affinity through shared values and experiences.
Sponsors who get involved in improving event accessibility, like funding sign language interpretation, mobility support, or quiet spaces, not only make a real difference but also gain credibility with a generation that expects inclusion to be baked in, not bolted on.
In short, it’s not about showing up, it’s about standing for something and backing it up with action.
Greener, sums it nicely: “To attract Gen Z, sponsors and exhibitors need to think less ‘stand and deliver’ and more ‘play and participate.’ This is a generation raised on interactivity, so passive displays just won’t cut it. Gamification done well can drive footfall, but it’s the experience that keeps them engaged.
"Think shareable moments, digital touchpoints, and immersive spaces that invite co-creation rather than consumption. Gen Z doesn’t just want to watch: they want to get involved, shape the narrative, and ideally, capture it for social media. If your stand isn’t worth a story, selfie, or swipe, it might not even register.”
Sponsors and exhibitors may need support to get this right. Training and guidance can help move beyond surface-level involvement and embed their values into every part of their presence, from how they staff their stands to the experiences they offer.
Why you need to earn the trust of Gen Z
According to SOCi’s 2025 Consumer Behavior Index, younger consumers are building a new model of local discovery for brands that is fueled by platform-hopping, peer validation, and real-time research.
Where previous generations might have turned to a single search engine or mapping app, Gen Z navigates a maze of micro-decisions. Their journey could begin on TikTok, continue through Reddit threads, and finish on Google Maps.
For the youngest buyers, traditional brand reputation ranks ninth in importance when making a purchase decision, trailing behind factors such as price, quality, convenience, customer reviews, and visual content.
Consumers, especially younger ones, are assembling their own view, platform by platform. To win their trust, brands must meet them everywhere and prove their value at every turn.
What brands can do
It’s clear that if brands want to earn the trust and loyalty of younger consumers, they need to offer proof, not promises. That means being consistent, transparent, and visible across every touchpoint.
Start by encouraging peer reviews and user-generated content. This generation trusts people. Maintain relevance in real-time, and treat every platform as a primary entry point, not a secondary channel.
When it comes to event discovery, TikTok, Instagram, and YouTube lead the way. Brands should lean into the moment with strategic hashtags, geotags, and highly shareable photo or video content to drive live engagement.
It’s time to track what matters to them. Traditional metrics, such as foot traffic and sales, are only part of the story. Gen Z cares about engagement, brand sentiment, social shares, and representation, and those should be measured just as seriously.
Gen Z’s impact on event industry employers
In addition to making an impact on event design and destination choice, Gen Z is making their mark on what event industry employers need to consider when providing opportunities.
Robert Kenward, Fitability® Recruiter and Founder at Jigsaw Talent Solutions offers this take:
“We often describe the events industry as vibrant, exciting and full of opportunity, but for many early-career professionals, the reality doesn’t always match the promise. Gen Z isn’t asking for anything outrageous. They’re looking for clear development paths, fair pay, and a workplace culture that values well-being and balance.
“Too often, though, they’re met with vague job roles, limited progression, and a mindset that long hours and last-minute scrambles are just ‘part of the job.’ That disconnect is costing us good people. If other industries are offering four-day workweeks, six-hour days, hybrid work schedules, and genuine flexibility, we can’t expect new talent to stay in a sector that doesn’t evolve.
“The truth is, many of us stumbled into events rather than actively choosing it, and that’s part of the challenge. If there’s no clear entry point or long-term plan, it’s easy to exit just as quickly. Gen Z is more intentional about their careers, and if we want them to see events as a sustainable choice, we need to meet that with structure and support."
“We need to stop thinking the job is done once we’ve recruited someone. Retention is just as important as recruitment; it doesn’t stop when they’re in the building. That means proper onboarding, progression plans, and a working culture that values productivity over presenteeism. The talent is there, we just have to create an environment that makes them want to stay.”
Robert’s views are supported by Timothy R. Andrews, Head of Talent at Jumeirah Carlton Tower, Jumeirah Lowndes, who believes in the power of storytelling to attract and engage Gen Z in the events industry. He had this to say:
“Share stories, including people’s stories about their journeys and what working in events is like. They shouldn’t be overly slick productions either—you only have to look at YouTube trends to see that the ‘real’ rather than the manufactured is preferred.”
“Technologies should be showcased, wow factors shared. Gen Z is very interested in how roles benefit them, so the positives and fun aspects must be shared, as well as some of the tougher moments. Work-life balance and flexibility are key for Gen Z, so the varying nature of events should also be shown.”
What this means for event industry employers
For organizations, this shift to purpose-driven work presents both challenges and opportunities when employing the best staff from younger generations.
To attract and retain Gen Z talent, companies need to show a genuine commitment to making social and environmental responsibility a core part of their business.
Here are some steps organizations can take to be more attractive:
- Align company values with social impact: Make sure your organization’s mission and values support social and environmental causes. Use corporate social responsibility (CSR) and sustainable practices to show commitment.
- Promote transparency and authenticity: Gen Z values transparency and authenticity. Be open about your company's efforts to make a positive impact and share this with your employees and job seekers.
- Develop a purpose-driven culture: Create a workplace culture that encourages employees to engage in meaningful activities. This can include volunteer programs, sustainability projects, and opportunities for employees to contribute to causes they care about.
- Offer opportunities for growth: Gen Z is keen to learn and grow. Provide development programs that improve their skills but also match their desire to make a difference.
- Support work-life balance: Workers are increasingly more focused on the importance of work-life balance. Flexible working arrangements and mental health support will be attractive to Gen Z employees who prioritize their well-being.
The future of events
This shift isn’t just about one generation; it’s a sign of where the events industry is heading. While it’s tempting to generalize, not every Gen Z attendee thinks the same way. And truthfully, the desire for authenticity, inclusivity, and connection spans all age groups. There’s a bit of Gen Z in all of us.
Gen Z isn’t the future of events; they’re the present. To stay relevant, events and employers must evolve by embracing their values, enabling user-generated content, creating space for short-form interaction, meeting accessibility expectations, and delivering smart tech as standard.
What changes could you make to ensure your events are more engaging for your Gen Z employees and audience alike?
More Reading
Plan On Paradise
Why Cvent
