For younger attendees, events have to deliver a real experience rooted in purpose and identity. Courtesy of Phoebe Choi

When it comes to event planning, Gen Z is redefining what corporate and incentive events should look and feel like. It’s no longer just about logistics, catering and a packed itinerary. For younger generations, including Millennials, these events are an expression of identity, purpose and experience, and they aren’t just showing up to be entertained. Their expectations are shaped by digital fluency, social awareness and a strong desire for meaningful connection.

“If your event isn’t culturally relevant, visually captivating and values-driven, Gen Z will scroll past it, literally and figuratively,” says Amanda Ma, CEO of Innovate Marketing Group in Pasadena, CA. “Gen Z expects more than moments. They want meaning. The events that win them over are the ones that feel personal, inclusive and purposeful.”

Gen Z is the generation born roughly between 1997 and 2012. They’re digital natives who’ve grown up around smartphones, streaming and social media. Younger Millennials, born between 1989 and 1996, share many of the same traits, having grown up during the rise of the internet and globalization.

Both of these generations are diverse, globally minded and care deeply about values, inclusion, climate change, mental health and social justice. They have been shaped by the 2008 recession, the COVID pandemic and a turbulent political climate, all of which have impacted their expectations for the institutions, brands and events they choose to engage with.

Unlike previous generations, younger attendees aren’t impressed by status or spectacle alone. Instead, they’re seeking experiences that feel real, align with their values and invite them to actively participate. They’re not just consuming content — they want to co-create it.

Another key distinction is how younger generations approach identity and community. Gen Z, in particular, views identity as fluid and intersectional. This perspective carries over into their expectations for events. They want to see representation across race, gender, sexuality, ability and background, not as a token gesture but as a core part of the event’s DNA. For them, inclusivity isn’t a nice-to-have — it’s a non-negotiable.

They also value community, but not necessarily in the traditional sense. Younger attendees are more interested in micro-communities and niche subcultures than mainstream movements. Whether it’s wellness enthusiasts, gamers, climate activists or fashion upcyclers, younger audiences want to connect with like-minded individuals around shared passions. Events that cater to these interests and offer intentional community-building opportunities are the ones that stand out to this generation.

On top of that, younger generations are highly selective about where they spend their time and money. Because they’ve been bombarded with digital content since childhood, they’ve developed strong filters for what feels genuine and what doesn’t. This means event planners must go beyond flashy marketing and celebrity name-drops. If an event doesn’t reflect their values or provide something of real personal or social value, Gen Z and Millennial attendees will ignore it without hesitation — or worse, call it out.

Davina Keen is the head of operations for the National Union of Students (NUS) Charitable Services in Stockport, England. Because most of the events her organization plans are designed for students, they ensure that the topics, speakers and sponsors resonate with their interests and priorities. Keen explains that the NUS identifies key issues affecting young people and transforms them into impactful campaigns, and she provides a few examples of previous topics included in its events, such as:

• A Fair Deal for Our Future — Advocating for fair pay and funding for young people, addressing the inequality of a lower minimum wage for people under 25
• Homes Fit for Students — Highlighting the link between poor living conditions and academic performance, calling for better housing standards for students
• Votes at 16 — Campaigning to extend voting rights to 16-year-olds in general elections, building on the precedent set in Scotland and Wales

Keen says that speakers are carefully briefed ahead of NUS events to ensure their content is tailored to the audience and that they are providing meaningful insights and guidance. The NUS also rigorously vets all sponsors to ensure their values align with those of their organization, guaranteeing relevance and integrity in every partnership.

“We ensure the values and purpose of each event are clearly communicated to attendees through all our delegate communications,” Keen says. “From the initial invitation to follow-up materials, we emphasize the relevance and importance of the conference or event, ensuring participants understand how it aligns with their needs and our broader mission. This approach guarantees that attendees are fully informed and engaged with the event’s objectives from the outset.”

Authenticity Over Flash

For younger generations, authenticity isn’t just a buzzword — it’s expected. Gen Z and Millennials can spot inauthenticity from a mile away, whether it’s a forced brand partnership, a staged photo op or a speaker whose values don’t align with the audience. In the world of live events, that means flashy productions and overhyped gimmicks won’t land unless they’re backed by real substance and intention.

Authenticity starts with messaging. The tone, language and visuals used to promote an event matter just as much as the content itself. Younger attendees respond to transparent, conversational communication that speaks to them, not at them. There’s no room for corporate speak and vague promises of “exciting opportunities.” Gen Z attendees want to know exactly what they’re signing up for, who’s behind it and why it matters.

Ma advise planners to make the event real by speaking attendees’ language and putting authenticity at the center of the event. “Gen Z isn’t just attending events. They’re reshaping what events are,” she says. “At Innovate Marketing Group, we’ve seen firsthand that this generation craves more than just photo ops and swag bags. They want meaning. They want movement. They want moments that feel like them.”

From panel discussions to product demos, younger audiences are looking for real voices and real stories — not rehearsed scripts or safe talking points. Panels that include diverse, relatable speakers who aren’t afraid to speak candidly will resonate far more than a polished keynote speech delivered from a pedestal.

Technology Is Essential

Because technology has been so entrenched in the lives of Gen Z attendees from the very beginning, they are fluent in multitasking across screens and platforms. However, despite being constantly connected online, they are also hungry for real-world experiences that foster genuine presence and human interaction. This paradox — being ultra-digital while still craving authentic offline moments — is a crucial insight for event planners.

To meet the needs of younger attendees, event organizers can create hybrid experiences that offer both digital and in-person options, allowing them to choose how they want to engage. These mixed formats also allow for broader participation, ensuring that the community extends beyond geographical limitations.

But simply streaming a physical event is no longer enough for younger audiences. They want interactive participation regardless of whether they’re attending in-person or virtually. This could require event planners to integrate live polling and Q&A sessions, allowing online attendees — who expect the same level of engagement, content and connection as those in the room — to interact with physical attendees through shared platforms.

One way to achieve this is by integrating virtual event platforms with interactive features that allow for networking, breakout rooms, live chat and even interactive exhibits. For example, a digital attendee might join a virtual panel, ask questions in real time and participate in small-group discussions via chatrooms or Zoom breakout sessions.

Hybrid events also open up opportunities for cross-location collaboration, enabling planners to offer global access to an event that otherwise might have been restricted to a specific geography. Think global hackathons, international music festivals with virtual stages or even live interactive performances in which virtual participants contribute to creative choices.

Another element of hybrid events that resonates strongly with younger generations is the ability to access content on demand. Not every Gen Z or Millennial attendee wants to show up at an exact time or be locked into a rigid schedule. Having access to recorded sessions, workshops and panels gives them options to consume content at their own pace, whether that’s on the day of the event or weeks afterward.

This kind of flexibility also gives attendees the power to customize their experience. Maybe they couldn’t attend a session because of a time zone difference, but now they can watch it on their own schedule. On-demand content is especially attractive for younger attendees who have more dynamic schedules and multitask across different platforms.

Data-driven Personalization

Younger generations are accustomed to highly personalized experiences — think of how tailored their social media feeds, streaming recommendations and shopping experiences are. This expectation extends to the events they attend. They no longer just want to be part of a generic crowd — they want experiences that are tailored to their interests, needs and preferences.

With the right tools and strategies, event organizers can harness the power of attendee data to create such personalized experiences that not only make eventgoers feel special but also enhance engagement and satisfaction. They can also design experiences that cater to individuals, allowing for a more engaging and memorable experience.

One of the most powerful ways to leverage data-driven personalization is by allowing attendees to curate their own event agendas. Rather than offering a rigid schedule that everyone must follow, many events now offer customized itineraries based on attendee interests. Using an event app or platform, attendees can select sessions, workshops or experiences they’re most excited about, and the app will create a personalized schedule for them.

“Our event strategy now begins with our event app — which serves as the central hub for all attendee experiences — from personalized agendas where attendees can add events they are interested in to create their own agenda, using app notifications not only to announce the start of a session but also to promote our sponsors, share donation information, etcetera,” says Phoebe Choi, a speaker and marketing director for Fest Forums, a live B2B conference featuring panels, networking and social events for the festival industry. “We work with a lot of sponsors who have created lots of mobile and digital platforms for events that we want to share with our attendees and festival pros.”

Interactive Surveys and Feedback Loops

Personalization doesn’t end once the event starts. Younger attendees expect to have a say in shaping their experience as it unfolds. Real-time feedback mechanisms — such as live polls, surveys or suggestion boxes — provide an avenue for attendees to shape the event dynamically. Whether it’s adjusting the schedule based on attendee preferences or offering more time for certain activities, these feedback loops give event organizers insight into how to enhance the attendee experience on the fly.

Moreover, collecting data about attendee interests and preferences after an event can help organizers adjust future programming.

“We always hold post-attendee surveys, which gather information from diverse younger attendees in different industry segments,” Choi says. “Through our newsletter, we like to share industry news where Laurie [president and owner of Fest Forum] will spend hours a week researching on what the latest trends, news and interests are among the diverse groups. Our team has also provided internships to college students who are interested and have a passion for the festival space. They provide a lot of insight into what the current popular artists or festivals may be, [which] is brought to our attention.”

Sustainability and Eco-conscious Event Planning

With climate change being a top concern for younger generations, sustainability will continue to be a major trend in event planning. As awareness of environmental issues grows, event organizers will be expected to reduce waste, minimize carbon footprints and adopt eco-friendly practices. From using sustainable materials for event signage to reducing single-use plastics, planners will need to integrate sustainability into every aspect of the event process.

Additionally, more events will prioritize carbon offset programs, locally sourced food and eco-friendly transportation options. Green certification for events — similar to LEED for buildings — may become a more common standard, helping attendees choose events that align with their environmental values.

Sustainability is baked into NUS’s event planning strategy, from how the organization chooses its venues to transportation to inclusion. “We aim to work with venues that have achieved or are actively working toward ISO 20121 certification, ensuring they meet high standards for sustainability,” Keen says. “As most of our events cater to students, we choose venues with excellent public transport links to reduce environmental impact and improve accessibility.”

During the registration process, Keen and her team collect dietary requirements and work closely with venues to ensure these are fully catered. They also provide multi-faith spaces and quiet areas to support delegates who may experience sensory overload or require a calm environment. Additionally, NUS minimizes waste by trying to be as paperless as possible, printing agendas only for those with specific access needs.

“These measures reflect our commitment to inclusivity and sustainability, ensuring every event supports the diverse needs of our delegates while aligning with our environmental goals,” Keen says.

Ma adds that when her Innovative Marketing Group plans events targeting younger generations, she goes for shorter formats and a stronger impact, with punchy panels, immersive pop-ups and workshops with takeaways they can actually use. Gen Z doesn’t have time for fluff, she says. They want value, and they want it fast.

Says Ma: “Gen Z doesn’t just want to attend your event. They want to feel seen in it. And when they do? That’s where the magic (and brand love) really happens.” C&IT