Gen Z Is Changing the Game: Are Your Events Keeping Up?
(Author: Brenda La Porte)
Gen Z is no longer the next generation. They are today’s customers - and they are reshaping our events industry from the inside out.
Gen Z approaches events differently from previous generations. Their expectations around purchasing, engagement and experiences are changing, and the industry needs to respond. If we continue designing events and products primarily for Millennials, while expecting Gen Z to follow suit, we risk overlooking one of the most significant commercial opportunities of the next decade.
Experience Is the Product, Not an Add-on
For Gen Z, the experience itself is central to the event's appeal. It's not just about the headline act, the venue or the programme. It's about how the event makes them feel, how they participate and what they take away from it.
They value:
Immersive environments
Interactive experiences
Personalisation
Opportunities for real-time participation
Spaces designed with them in mind, rather than adapted as an afterthought
Gen Z doesn't simply want to sit back and watch. They want to participate, contribute and help shape the experience.
Authenticity Is the New Currency
Gen Z is quick to recognise messaging that feels manufactured or disconnected from reality. They are less interested in polished perfection than in honesty, transparency and genuine connection.
They respond to:
Real stories
Genuine people
A clear and meaningful purpose
Demonstrable community impact
For this generation, authenticity isn't just a communications tactic. It needs to be reflected in the event itself and in the organisation behind it.
Technology Is Foundational, Not Optional
Gen Z expects technology to make the event experience seamless, relevant and connected. Digital tools should simplify participation, enhance engagement and extend the experience beyond the event itself.
Key expectations include:
Frictionless ticketing
Timely, real-time updates
Personalised recommendations
Smart networking tools
Digital communities that continue to grow beyond the event
When technology creates unnecessary friction, it undermines the overall experience. Seamless integration is no longer a bonus; it's part of the baseline expectation.
We're not simply entering a new era of events. We're entering a new era of expectations.
The opportunity is clear: understand what matters to Gen Z, design with their expectations in mind, and create experiences that earn their attention, participation and loyalty.
WANT TO UNDERSTAND GEN Z – THEN FIND A BUSINESS MENTOR HALF YOUR AGE
(Adapted from Forbes Magazine, 2022)
One way to remain adaptable to new ideas is to actively seek out people who see the world
differently. Finding a younger mentor can be a valuable way to broaden your perspective, question familiar assumptions and stay connected to emerging trends.
Traditionally, we think of mentors as experienced professionals who share the wisdom gained over decades in their field. While that experience remains invaluable, mentorship doesn't have to follow a particular age or career path.
A younger mentor can offer a fresh perspective, challenge established thinking and help experienced leaders better understand the expectations, behaviours and opportunities shaping the future.
The Value of a Younger Mentor
A younger mentor offers more than guidance on emerging technologies or digital platforms. They can provide insight into changing expectations of today’s eventgoers, as well as workplace cultures, evolving employee expectations and the impact leadership decisions have on younger professionals.
Younger professionals have often developed their skills in a world shaped by digital platforms, social media and rapidly evolving technologies. Their experience can provide valuable insight into how your businesses should communicate, connect and remain relevant.
Embracing new technology: Gain fresh perspectives on digital platforms, artificial intelligence and emerging communication tools.
Connecting with new audiences: Better understand how younger consumers discover brands, engage with content and respond to marketing.
Refreshing your brand: Explore contemporary visual styles, digital experiences and communication approaches that help your business remain relevant.
The world will continue to change, bringing new challenges, ideas and opportunities. Staying relevant requires more than experience alone; it requires a willingness to listen, learn and adapt.
Seeking guidance from someone younger is not about dismissing experience or replacing established expertise. It's about recognising that valuable knowledge can come from any generation.
The strongest leaders remain curious, welcome different perspectives and never stop learning.
By building relationships across generations, challenging your assumptions and staying open to new ideas, you can strengthen your adaptability, broaden your thinking and become better equipped to lead your business through change.
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