Even as screen time and remote working increase, young people are increasingly attracted to in-person meetings and events. “The more time the next generation spends on screens, the more they want to be physically involved,” Ken Holsinger, senior vice president of strategy at Freeman, said during a speech at the Skift Conference Forum this month.
Holsinger shared research showing that in-person events are the “most trusted spaces” for younger generations, with trends like artificial intelligence fueling their desire for human interaction. Generation Z already outnumbers the baby boomers in the workforce; by 2030, 75% of the workforce will be born after 1980. Previously, this generational shift took five to 10 years.
While attendees are getting younger, the same cannot be said for meeting professionals. Will this stifle innovation? Holsinger sounded the alarm. “We are not retiring. […] We are nearly nine years older than the average participant or participant in the ecosystem.
Designing events for Generation Z
Panelist Carina Bauer, IMEX Group CEO, talked about planning side events to foster connections across generations and think beyond the main event. The secret may actually be to think small. “Create micro-events and micro-opportunities that allow people to really connect with a small group of people so you get the best of both worlds.” Bauer also said IMEX does not control exhibitor events, stressing the importance of relinquishing control.
PCMA and CEMA CEO Sherrif Karamat discusses designing participatory sessions that resonate with young audiences. “They don’t want to see people like us talking to you. They actually want to be part of the conversation.
Karamat also highlighted South by Southwest as an example of a destination that plays a key role in creating engaging and immersive experiences beyond the convention center. However, Ball said not to expect radical changes at IMEX, although she noted that exhibitors like Encore are taking a refreshing approach by creating engaging live experiences rather than traditional booths and displays. values such as inclusivity, sustainability and health, rather than selling their products.
Holsinger reminds us that not all ideas and concepts are scalable. Earlier in the day, author, entrepreneur and teacher Seth Godin proposed replicating the Speakers Lounge experience for all attendees. But Holsinger “was great to be in that green room […] But can it be expanded? Can you afford it?
Holsinger also noted that the generational shift involves not only workforce demographics but also shifts in priorities. For example, Baby Boomers see networking at events as a legacy-building exercise, while Gen Z sees it as career insurance. Gen Z also has “trust issues with brands because the promises they make are not delivered.” He also made it clear that Gen Z will never trust brands that are not considered authentic.
Attract the next generation of workforce
To attract the best young talent, Karamat said the meetings industry needs to go beyond hotels and tourism. He urged the industry to work with marketing and business school faculty to ensure they demonstrate how in-person events can drive brand engagement and sales. “We need to have the confidence to go to business schools and marketing schools and say, this is who we are. We don’t do hospitality. We create meaningful, transformative experiences. We are an important part of a marketer’s arsenal. This That’s what we do.
Ball noted that while the industry can’t compete with tech companies or law firms on salary, it offers young professionals the opportunity to find meaning and make an impact. “Young people are looking for meaning […] If we can bridge the gap for them between the work they will do in our industry and the impact they will have, we can deliver that.
