Gen Z’s Impact on Events and What it Means for Your Event Planning Strategy
I remember when I was early in my career, and all people could talk about was Millennials. Our thought patterns, purchasing decisions, and life milestone dates were the topic of countless conversations and think pieces. As a Millennial, I of course need to pass the torch and write about the next Generation: Z. Once again, younger attendees are shaping the future of how we gather. Let’s talk about it!
Technology Shaped Gen Z as much as Gen Z has Shaped Tech
A February 2024 CTA study found that “86% of Gen Z agree that technology is essential to their lives, notably higher than older generational cohorts.” This means that they inherently understand how technology seamlessly integrates into their lives, and they expect the event experience to follow suit. Remain curious about new ways to weave innovation into your journey and enhance the experience thoughtfully. Meet them where they are.
Gen Z Values Authenticity
Excellent marketing teams understand how to speak to their unique audience, and that includes a unique brand voice. Authenticity matters, not only in your communication style, but when choosing your partners, media, influencers and key stakeholders. Your messaging needs to align with company actions, to build trust and integrity. When planning nonprofit events, this is especially important as trust is essential when dealing in nonprofit fundraising and day-to-day operations.
They Care About the Planet
Climate Change is a concern across the board, but especially with Gen Z and younger generations. Sustainability will continue to be measured in events, and with an even finer-toothed comb as the impacts of new technologies like AI are measured. In the absence of government oversight, it’s up to organizations that plan events to understand their carbon footprint and why it matters.
They Don’t Attend, they Co-Create
Gone are the days of a one-sided conversation and a session filled with keynotes (thank goodness, if you ask me!) Younger attendees and people in the workforce need to see themselves represented in the experience, and find ways to share bits and pieces with their audiences (whatever that means to them). Ensuring that your attendees can create their own agendas, selecting from a number of options, is key to making sure that there are options that satisfy every possible goal.
Two Words: Feedback Loop
Make sure your event is interactive when it comes to feedback, and personalizing the experience to your attendees’ unique needs. Create multiple ways for your stakeholders to give their opinion, share their feedback, and be open about their needs. This should apply to all of your events, but especially to those which cater toward a younger audience.