As the event industry continues to evolve, understanding the expectations and preferences of the next generation of experts is more important than ever.
Corporate Event Planning Agency Go Castle recently conducted a survey of experts from 57 Gen Z to reveal what is really important when attending meetings. Their insights reveal a generation longing for authenticity, connections and experience that breaks traditional molds.
To dig deeper into the findings, Conference News spoke with Go Gather partner and CEO Brian Kellerman about the findings and what it means for the future of events and conferences.
Here are some of the key insights revealed by Go Gather’s research, as well as some suggestions for event planners who are aiming to successfully attract Gen Z participants.
1. GENZ prioritizes experience in traditional meeting formats
The survey found that Gen Z did not want standard meetings with endless hours of PowerPoint presentations. They long for memorable, immersive, and shareable experiences that will impact them.
Your event should be visually engaging and provide practical engagement opportunities. 64% of participants prefer an immersive experience. They want “instagrammable moments” that curates experiences they find worth sharing with their peers.
Gen Z also cherishes adventure and discovery, preferring behind-the-scenes access and interactive sessions over passive learning. They want to leave with concrete skills, new perspectives and meaningful connections.
Kellerman said: “The key point is that Gen Z is leaning heavily towards seeking more personalized experiences, and they are very craving meaningful connections and valuable time.
He adds: “It also has something to do with where they are in their careers. A lot of people have entered the workforce during the pandemic and missed out on early networking experiences. So I’m really excited to create and share meaningful experiences at the event.”
2. Networking preferences: Keep something casual and purposeful
Research has shown that Gen Z prefers casual and organic connection methods.
When it comes to networking at events, happy hour events are the most preferred setting (49%), as they allow for natural conversations in a relaxed environment. Casual Meet-ups in the lounge area are the next preference setting (23%), offering an informal way to connect to coffee and snacks.
Breakout sessions that offer topic-driven conversations with like-minded experts are preferred only 16%, while exhibition halls are preferred only 12%. In other words, it is not the main focus of networking.
We also found that Gen Z has mixed feelings on the icebreaker. 63% are “It’s okay but sometimes troublesome” and 25% enjoy them as a way to connect, and 12% say they skip them completely.
Gen Z prefers to have both structured and unstructured network options.
3. Content and Learning: engaging, interactive, self-directed
The survey found that Gen Z prefers peer-to-peer learning over traditional lectures.
They value sessions led by content creators and industry experts who can share real-world insights.
Gen Z prefers practical demonstrations and live simulations (53%), but only 25% prefer interactive workshops and breakout sessions, while only 12% prefer keynotes from leaders.
Note spans also vary:
Sweet spots are 30-45 minutes of interactivity (58%). Short, impactful content (35%) of 15-20 minutes works well. Only 7% are willing to engage in an hourly session (if they are very attractive).
75.4% of respondents prefer a combination of self-directedness and planned experience, while 22.8% want to have full control over the itinerary.
Kellerman said: “There’s been a huge change compared to my generation. When I started, if you wanted to learn from experts, the only real option was to attend courses or events. There was no easy online access to YouTube or Expert content. Keynote speakers were often the only chance to hear from thought leaders.
He continues. “However, Gen Z is used to a much more interactive experience. They have grown up by commenting on videos, posting on social media, discussing online, and expecting the same level of interaction directly.
4. Health, wellness, food preferences
The research found that wellness-focused products are top priority for the conference’s Gen Z.
When Gen Z drinks less alcohol than previous generations, non-alcoholic options and wellness drinks are essential. In fact, 26% want access to mocktails, while 53% prefer to prefer special tea and coffee.
When it comes to food, Gen Z expects healthier and locally-grown options, with 23% looking for fresh, health-conscious meals and 35% looking to experience local cuisine. The inclusiveness of the meal is unnegotiable – the all-purpose menu simply doesn’t meet their expectations.
5. Event structure: Balance between structure and free time
Gen Z prefers an equal combination of structured activity and free time (70%). 28% require highly unstructured events, while 28% leaning towards a structured agenda for most downtime.
For evening activities, 53% prefer entertainment such as live music and comedy, 28% prefer casual networking mixers, and 19% need downtime after long event days.
Kellerman said: “The desire for more free time surprised me. GenZ participants really value the opportunity to explore their hometowns and have casual, authentic interactions with others.”
He continues. “Another surprise was that overstructured activities like icebreakers often felt awkward to them.
6. Sustainability and reliability are unnegotiable
Sustainability is a priority for Gen Z, but they are also critical thinkers who value reliability over performance gestures.
63% say sustainability is important, but they want an initiative that has real impact, rather than a surface-level “green wash.”
Furthermore, inclusiveness is important:
10.5% are concerned about the lack of food, accessibility, or family-friendly options. 17.5% cites costs as a major barrier to meeting attendance. 61.4% say that sessions that feel unrelated or common are a major turn-off.
Kellerman said: “I think every generation will benefit. We’re adapted, too, for people like me. We’re used to learning from experts online. So when I attend events, I’m also looking for peer-to-peer interactions and real-world discussions.
However, Kellerman cites logistical and budgetary challenges that have challenged catering events to Gen Z. He said: “Improved freedom and reliability can be difficult. Event spaces have limitations. If you have 500 or 1,000 participants, a general session is required.
He continues: “And that can be more expensive. More breakout rooms, more flexible options – they all add costs. So there’s a certain balance between creating an ideal experience and managing your budget.”
In conclusion, Gen Z redefines the meaning of attending a meeting. They want experiences worth purpose, connection and their time.
Event planners should prioritize immersive, interactive experiences, casual and intentional networking, personalized event itineraries, health-focused food and bevarage options, balanced structure and free time, authentic sustainability meaning and peer LED content, and engaging revitalization.
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